Sewing is not something I have ever given much thought to. That is until I read a really nice story about sewing machines (which, I might add, is not something I normally do either), which illustrates the idea of unordinary perfectly.
Jo-Ann Fabrics, a retailer in the craft and fabric space, wanted to sell more sewing machines. Presumably this is no different to any of their competitors or, indeed, any organisation. After all, when in business is it not about selling more things to more customers more frequently?
Where Jo-Ann Fabrics approached things differently to others in in a simple premise: they actively pursued a strategy to understand their customers and what would work for them. Now, don’t just skip over that last sentence. Read it again. It is definitely unordinary for an organisation to pursue active strategies and tactics to get under the skin of what their customers do and what motivates them. Most organisations talk about it; very, very few do something about it. The important point is to know how simple it can be to do.
Jo-Ann Fabrics used their website as a mechanism to understand what would appeal to their customers. They did this by making the website a test and learn laboratory whereby different customers would automatically and randomly be shown different offers, website designs and tone of voice. They looked at what customers actually did, rather than what they said they might do in a focus group. From this, and following through to which customers purchased (or did not), they were able to gain insight about which overall propositions were most successful. This, in turn, enabled them to think deeply about what was motivating their customers in order to hone how they communicated with them.
This led to quite a surprising offer for customers. A deal which, on the face of it, sounds pretty dull and not very good: Buy one sewing machine and get a second one at 20% off. However this deal was successful-and not just in selling more machines.
But why? Well, at some level, customers evidently found the prospect of saving 20% on a second sewing machine worth having. However, generally, customers are not going to want two sewing machines and 20% is not exactly an awe inspiring discount. The point is the offer acted as a catalyst for these customers to talk to friends, relatives and colleagues, any of whom may or may not have been in the market for a sewing machine. It is no different to the classic ‘member get member’ schemes which you see in all sorts of industry but are often not very successful (certainly the ones I have seen in banks). So why was this one successful?
I think it comes back to customers’ more deep seated reasons for pursuing a hobby such as sewing. Making curtains or repairing clothes fits very much in a nurturing emotional space for people. It relates back to the ‘gatherer’ role of our prehistory and because this is so deep rooted in our psyches, connects at a far more emotional level than the pure rationality of ‘20% off’. What this means is that people really want to connect with others around this type of activity. They want to share with others what they get out of it and they want others to (emotionally) benefit in the same way that they do. It’s why you see sewing classes and clubs. At Lexden, we have repeatedly seen with certain audience types that craftsmanship, in the form of activities like sewing, often has a significant place in their lives. And these people often interact very closely, and have strong influence, with others who hold similar values to themselves-a lot more so than for other audiences.
When you know the above, deciding how to communicate with these people in a way that will resonate with them is much simpler. It will just ‘feel right’ to them. So when Jo-Ann Fabrics put this understanding together with an offer they had already observed working, the commercial benefits were multiple. They had people finding time in their busy lives to have conversations about Jo-Ann Fabrics and about their sewing machines. They had multiple amateur salespeople closing deals for more products. They tapped into a pool of brand new seamsters who may not have even realised they wanted to have a sewing machine. They have converts who will come back to buy more fabric, buttons and cotton thread (okay, so this is where my desire to know about sewing starts to diminish).
Looking at customers from a different startpoint, in order to get to a different result. Incorporating a deep seated understanding of what makes customers tick. An obvious and simple solution (in hindsight). All stitched (sorry) together to give multiple benefits to the organisation. Pretty unordinary.
Posted by Ajai Ranawat
Lexden is a marketing strategy agency which creates unordinary propositions to motivate customers and deliver commercial advantage for brands.
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This is very good! Something like this is what I want to suggest to the symaskin (sewing machine) retailer here in Sweden. He had to move from his old location after being there 20 years. He is planning to do a lot of advertising of his location. I think (from an amateur perspective) he should have classes that will attract new customers.
Thanks for your comment, Kathleen. I agree about the classes/clubs point you make. Where I live in Islington, London there is a business which has a focus on offering workshops and fun events related to all sorts of craftwork (not just sewing). Have a look at their site….
The retail side of things lives next door and, dare I say, looks almost secondary. There are two things I really like about it. Number 1 is the way the classes are a way for people to really engage with each other on an emotional level in what they are doing-just check out how enthusiastic the comments are from people who have attended. Number 2, the bit I really like, is how the workshops open up a completely new revenue stream for the business beyond selling machines/wool/craft books etc.
Good luck with Symaskin!
Thank you for the mention!
What a great case study. Just shows that small businesses can benefit from customer insight – and it’s not difficult or costly. Just about being curious and listening.
Great example of innovative thinking 🙂
Thank you, Anna. In my experience, I don’t think it is just small businesses that can benefit from thinking a bit harder about getting more from their customer insight!
Sometimes access to larger budgets does not get you to better solutions for customers-if fact I think it can breed a bit of laziness in the depth of thought required.
Ajai – Completely agree on the balance between size of company and agility or rather the apetite to change the status quo of customer understanding (or not!).
Yes-it sounds very familiar!