You might want to treat your best customers like royalty.

You might want to treat your best customers like royalty.


When my Dad owned a jewelry manufacturing company in New York City, buyers would come into the showroom and look at his current season’s merchandise.

That showroom was really beautiful, a lot prettier than our own living room at home. There were plush couches and ottomans, and sparkling showcases with
figurines in them.  Black velvet showed off his costume jewelry.

One time I asked him why he had such a fancy place, when we needed a new couch (so I could show off to my friends too).

He said that “you have to make your best customers feel special”. When you stop doing that, they start buying elsewhere. Actually, the relationship regresses and when you see the person again, there is an awkwardness. This happens when companies start changing who they think their target market really is.

I think that happened with Chico’s. They sell women’s clothes, and had lycra kinds of outfits in black and other colors that were easy to coordinate. I bought them all the time, because they don’t crease in my suitcase, and I can put them in the washing machine.

Then Chico’s started going after a younger demographic. They added linen clothes to their racks, and the Southwestern look that might attract new customers. What happened? They lost me, for sure, and lots of women like me who travel all the time.

Who wants a Southwestern look in New York City?

So, consider who your best customers are, treat them very well, and don’t go in some weird direction…hoping to find more customers, and then alienating me (a power shopper)!

3 Responses

  1. Dads are the best — it constantly amazes me how much we know and learn from them. Great point on Chico’s too. That’s a tough lesson to learn. I wonder if their re-branding strategy was a decision made by someone new to the company.

  2. Lois – I am loving your blog and your tip! I love your Dad! It’s most interestnig to observe that the latest level of technology, which you use so well, doesn’t have to supplant the depths of “real” relationships which you learned from your Dad (and I suspect your Mom too), but enhance and broaden them as well. Brava!