Pottery: VIP Customer Care Done Right

Pottery: VIP Customer Care Done Right

Check out our interview with Channel Talk CEO Josh Kim and Pottery CEO Kim Geon-woo as they discuss the brand's journey over the years and how to create elevated customer experiences for VIPs.

From $3,000 to $3.7 Million in Five Years

Pottery, an emerging fashion brand, has become a leader in the 'new business casual' trend by offering comfortable yet formal products that have resonated with men in their 20s and 30s.

In its first year, Pottery only generated $3,000 in annual sales but persistence led to steady growth year over year.

• Pottery's Annual Revenue YoY:

  • 1st Year - $3K

  • 2nd Year - $60K

  • 3rd Year - $200K

  • 4th Year - $740K

  • 5th Year - $3.7 million

Pottery’s CEO Kim Geon-woo said the secret to growth is:

1) Creating a product customers actually wanted

2) Creating a product unique in the market

"It doesn't matter if our clothes look good to me, the clothes have to look really good to the customer.”

At the beginning of the business, Pottery's goal was twofold:

1) Create repeat customers

2) No returns

For the first three years, Geonwoo personally called every customer who placed an order to actively gather feedback and to provide the best customer service for the lowest cost.

This customer-centric approach resulted in a growing base of returning customers who consistently came back to purchase more Pottery products.

The Secret to Growth? Regular Customer Management

💡According to Channel Talk's research, the higher the proportion of regular customers, the higher the annual growth rate. 

Pottery’s regular customer growth was steady with regulars eventually accounting for a whopping 70% of total sales!

Now in its 7th year, Pottery is growing rapidly with over 40 employees, aiming for annual sales of $19 Million. 

Now that Pottery has scaled to such a high degree, how does the company manage its customers now? 

Surprisingly, Pottery still maintains a somewhat traditional approach to customer management.

Pottery, A Brand For “Milers”

Pottery specializes in creating clothing suitable for the modern workplace, defining their ideal customers as Milers.

Milers are individuals who:

• Actively pursue personal growth

• Foster healthy feedback exchanges

• Work collaboratively

All to achieve significant goals in the professional sphere.

Pottery tailors its uniforms to support these driven individuals, emphasizing comfort and practicality.

The target customer is clearly defined and Pottery is focused on creating products to meet their needs.

By keenly listening to customer feedback, Pottery ensures high satisfaction levels.

The company meticulously divides the customer purchase journey and sends tailored messaging to each customer along their journey.

This dedicated approach allows Pottery to meet the unique needs of its customers and provide them with a seamless and comfortable shopping experience.

1. Personalized Messaging at Each Stage of the Customer Journey

Pottery actively engages with customers at every stage of their purchase journey using Channel Talk. Just like an online store clerk, the company offers a personalized shopping experience to every customer who comes to the website.

These detailed conversations have not only boosted the purchase conversion rate but also elevated customer satisfaction.

Some examples of their personalized messaging:

1. Membership Benefits For First-Timers

When first-time website visitors arrive, Pottery sends a message to encourage customers to sign up for membership. Following their registration, another message outlining the benefits of becoming a member is sent.

2. Site Abandonment Message

Customers who register but then leave the website are informed about purchase benefits, such as free shipping, to encourage them to purchase.

3. Cart Abandonment Message

Customers who abandon their shopping carts after adding products will receive a styling guide to help them make a purchase decision.

4. Product Recommendation Message

14 days after purchase, customers are sent a message asking about their satisfaction with their purchase along with a product recommendation.

5.Birthday Discounts

Customers are sent discount coupons on their birthdays through Channel Talk’s personalized marketing message feature.

2. Customer Classification

Pottery utilizes Channel Talk to segment customers and send personalized messages to each segment.

New Customers - Receive essential service information

• Size selection

• Product exchange info

• Refund instructions

• Repair guides

VIPs - Receive exclusive benefit information

• Exclusive events (dinners, product fittings)

• Personalized services

Geonwoo emphasized the importance of creating distinct customer experiences by customizing the benefits available at each level and elevating the quality of service for VIP customers.

Below is a deeper dive into the unique services Pottery offers to its VIPs.

1. VIP-Only Chatbot

Pottery classifies customers into four distinct levels based on their purchase amount:

• Pottery Club

• Pottery VIP

• Pottery VVIP

• Pottery SVIP

VIP customers receive a high level of service when they come to site. Pottery utilized Support bots tailored to each tier so customers can enjoy personalized services.

The SVIP Support bot connects immediately to a 1:1 chat with a separate button so that the chatting experience is like talking with a personal assistant helping you on your shopping journey.

2. Meeting with VIPs

Pottery takes proactive steps to engage with its VIP customers, hosting events to directly hear the voices of customers.

These events are the perfect opportunity to talk with VIPs and gain insights into how these loyal fans think about the Pottery brand and identify any areas for improvement.

1. Private Dinners: VVIP level customers and higher were invited to an exclusive private dinner with the Pottery team. During the dinner, there were engaging conversations about product development and improving customer service. The Pottery team felt they received invaluable feedback and support from the customers and customers were highly satisfied in being able to have their questions about the brand answered.

2. Product Fitting Event: Customers were invited to a fitting event at the Hapjeong* store to try on Pottery’s newest line. The level of customer participation exceeded expectations, with comprehensive feedback on fit, materials, and colors written in detail in the surveys. Pottery utilized this feedback to make adjustments to its products from the 23AW season. The brand is committed to staying attuned to even the subtlest trends, ensuring that its best products remain relevant. The company plans to maintain regular interactions with customers to continue improving as a brand tailored to their needs.

   *Hapjeong is a neighborhood in Seoul

3. Hotel Stay Event for VIPs

Pottery went above and beyond by selecting four VIPs and offering them an unforgettable experience.

• Booked luxurious suites at Korea’s finest hotel

• Arranged for advanced delivery of Pottery products to each suite

• The goal was to create a perfect vacation experience

Despite the small team at Pottery, the aim was to leave a lasting impression on customers who have a genuine appreciation for the brand.

But why would a fashion brand organize a hotel reservation event?

1. Reward Loyal Customers

The Pottery team wanted to reward and encourage the 'Milers' supported by Pottery, offering them a top-tier vacation experience as a token of appreciation for their dedication and hard work.

2. Provide a High-End Experience Beyond Clothing

This event aimed to extend the concept of a high-end experience beyond clothing. The concept of “good service” transcends attire and includes creating a holistic great experience for a customer. By providing exceptional products and experiences, Pottery hoped the brand perception would evolve accordingly.

The exclusive event was actually not promoted in an effort to express gratitude to VIPs rather than seeking any public recognition. This approach reflects Pottery's commitment to going above and beyond for its valued customers.

"As long as our VIP customers have good experience, then we’ve achieved our goal.”

Prioritizing Customers Over Costs

At Pottery, customers, whether they VIPs or newcomers, are the core focus. The brand goes the extra mile to provide unique benefits for their customers.

1. Promotional Coupons

• Pottery is known for not offering discounts

• Occasionally, they run promotions like $10 off when purchasing two shirts

The unique approach for Pottery is that the brand will provide a coupon of equal value to customers who purchased the product before the promotion.

The aim is to ensure that customers who met the promotion conditions but just missed the timing are still able to have the experience of savings on their next purchase.

"Before we organized the promotional event, we had numerous internal concerns. I was particularly worried about how customers who had recently paid the full price might feel, considering the upcoming promotion.”

To most people, the idea of giving a coupon to customers who already purchased may seem like a waste of money.

But to Geon-woo, it's not a waste at all.

"If you can save even one customer from being upset over a small coupon, offering them the same discount is just the right thing to do. The cost of satisfying customers with coupons is significantly lower than the cost of losing a customer due to a negative experience with Pottery!”

It’s clear that by extending discounts to customers who have made recent full-price purchases, Pottery has a deep commitment to ensuring a positive experience for every individual customer.

2. Outbound Calls

• Pottery directly called new customers who bought their products

• The main objective was to ask about sizing to reduce returns

• The calls turned into a valuable opportunity for direct feedback

By talking to customers directly, Pottery was able to get more authentic feedback about the product and how customers found the brand. These unfiltered interactions helped Pottery to improve its offerings.

Outbound calls were conducted using Channel Talk’s phone function (coming to North America in 2024). The company plans to continue using Channel Talk to continue talking and meeting with customers.

According to Pottery, customers are the key to success!

Pottery: A Brand That Cares

At Pottery, customers are not just numbers.

No matter the cost, the brand will always go the extra mile for its customers because the primary focus is impressing the customer rather than calculating sales.

During the early days, Pottery met with each and every customer, and even now as the company approaches $15 million, the company is still committed to meeting each customer in person.

This unwavering dedication to treating customers right has been a constant in Pottery’s journey. These efforts have truly paid off with huge growth for the company over the last few years and a solid base of regular customers.