Container Store Focuses on Personalized Experience

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Container Store Focuses on Personalized Experience

By Jamie Grill-Goodman - 07/10/2015
The Container Store Group, Inc. has a "laser like focus on our customer experience," according to CEO and Chairman William A. Tindell, III, and it is serving the company well.

Contained Home Organizers are one of the company's personalized experiences, providing in-home consultation to create a customized space design and organization plan for a $75 consultation fee, which is credited back when a customer purchases $500 in products. The company reports its contained home average ticket is approximately $2500, much higher than its every day average ticket of approximately $60.

"We are rapidly contracting with more and more contained home organizers in each of our markets and we're now up to 130 fabulous experienced organizers to date, and satisfaction with our contained home service and our organizers is high with over 90 percent of our customers giving the service of four or five, out of five stars on our follow-up survey," said Melissa Reiff, President and COO.

Contained Home was available in 47 stores at the end of the company's first quarter, and is expected to roll out to all stores by the end of fiscal 2015. The program will be supported by national marketing campaign that includes advertising and home design magazines and direct mail, online presence, social media and public relations.

"Our customers look to us as the experts who can deliver on the promise of an organized life that all the wonderful benefits that come with an organized life, less stress, more productivity and more time to live life to the fullest, whether it's a beautiful custom TCS closet and in home visit from one of our contained home organizers on efficient, enjoyable mobile experience, we look for every opportunity to enhance and improve each facet of our customer's experience and thus our business through employee training, product differentiation and innovative technology," said Tindell.

The company's loyalty program POP!, Perfectly Organized Perks, reached more than two million members in the first quarter, since launching in July of 2014, adding about 25,000 members each week.

"As we enter this next phase of POP!, we will further capitalize on our customer data to create even deeper and more one on one customized connections and offers and conversations with our POP! Stars," said Reiff.
"It's becoming kind of a new way in which we most effectively communicate with and engage with and inspire our customers. It will become the center of our customer's experience with our brand.

"We will use the insights we have from each customer to guide them along their organization journey to personalize tips and product solutions most relevant to their individual life styles and we're going to continue to entice them to shop with us and we wore them along the way with exclusive access, perks, events and insights into their favorite brand in order to really deepen our engagement and their royalty."

The Container Store also offers Click & Pick Up, which allows customers to use their smartphones to tell the store when they are in the parking lot, so employees can immediately bring their products out to the car.

"We're optimistic about where we're headed with fiscal 2015 serving as an investment year with the implementation of our major strategic initiatives continuing to roll out and mature," said Tindell. "We remain confident in maintaining our previously stated and EPS outlook for the fiscal year."