MAD Week: A Little Birdie Told Me How To Keep Customers Coming Back
Jane Cay from online retailer Birdsnest told MAD Week’s Customer Conference the essence of success is understanding how to solve customer problems.
Any good piece of business advice will start with a meet-cute.
“I fell in love with a farmer and moved to the Snowy Mountains,” says Jane Cay, the founder of online retailer birdnest.com.au at yesterday’s MAD Week Customer Conference. It was here, in the town of Cooma, that her independent businesses was launched back in 2008, and it has gone on to become one of the biggest online apparel stores in Australia.
Today, the business employs over 100 birds, 80 per cent of its revenue comes from repeat customers and Birdsnest boasts an NPS score of 97.
So what’s the secret to this bird’s success?
“I realised I wasn’t in the business of selling frocks, I was in the business of solving wardrobe dilemmas,” says Cay. “The essence of success I believe is understanding how to solve your customer’s problems and really knowing what problems they have.”
A lot of Birdnest’s growth comes from customer experience. “It’s dinner party conversation where the girlfriend will tell the girlfriend,” says Cay.
“Our customers tell us very intimate things about themselves; their body shape, whether they have big boobs or big hips. We can use that information to recommend the best product for them.”
The true understanding Birdnest have of their customers is a result of Cay having to “think outside the box”.
“Living in a town of 8000 people and not having a lot of marketing dollars to throw around forces you to think differently and be adaptable,” Cay explains. “The Internet has redefined how women shop.”
Cay is passionate about inspiring confidence in her customers and discovering new ways to solve their wardrobe dilemma’s using the latest technology.
Birdsnest has created a unique online shopping experience where customers have to option to shop by colour, occasion or body type. The website allows you to create a profile where you can share any concerns you might have, list your favourite brands to wear (there are more than 300 to choose from) and a member of the Birsdnest team will contact you directly to recommend an outfit to suit your shape and style.
Another “out of the box” trick Birdsnest uses to keep their customers coming back is focusing on the little things. “One of our customers recently had a baby, so we sent her a little gift with a hand-written letter to make her feel special,” says Cay. Her advice for bigger businesses, who she believes “gets it” is “when in doubt, be generous to your customer… it’s those tiny things that equal your brand and how people feel about your brand,” She says.
It’s the intimate connection a brand has with a customer that keeps them coming back and that is “imperative to business success,” explains Cay.
But this founding bird admits the key to customer connection begins with your team. “While the customer is leading the way, it starts by loving your team. For me it’s about truly loving and trusting your team – do they want to wake up in the morning and come to work? – If you’ve got a team doing that, then every touch point is going to have a positive experience,” says Cay
Cay plays a vital part in the interviewing process of prospective employees. “We try to find out what they are passionate about – if they can achieve their personal goals and we can help them do that, then we know they are going to be great and passionate and genuine with customers,” explains Cay.
Cay admits having the right team means Birdsnest are truly able to engage with the customer. “This is the foundation of our growth,” she says. “Are you solving your customer’s problems differently and better that someone else? If you are then they will come to you to solve you again.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.