From sophisticated silhouettes, practical design details, and high-touch personal-styling services available online and offline, MM.LaFleur is all about simplifying the lives of professional women. Founder Sarah LaFleur rethinks the shopping process all together, via the brand’s BentoTM Box personal styling service and its “Out of Office” in-person styling experience. Whether the customer shops online or in person (at one of the brand’s showrooms or pop-ups), each customer works one-on-one with a dedicated MM stylist to build a wardrobe.
“We know that our customer has better things to do than shop for workwear. We want to make it as easy for her as possible,” says Emily Code, MM’s Manager of Strategic Operations Initiatives. “We send her a Bento Box with customized selections from our collection and she can try them on, keep what she likes and return the rest, and only pay for the pieces she keeps.” Each customer is also given access to a dedicated stylist, and one-on-one interaction is highly encouraged.
The Challenge: Creating a seamless, on-brand experience from styling to delivery.
With the goal of making each customer’s experience as seamless as possible, there was one particular place in MM.LaFleur’s customer journey where Code saw room for improvement: post-purchase. When a Bento Box shipped, the customer would get a confirmation email with a link to the UPS tracking info—and that was it. The experience was off-brand, and customers had to figure out how to track the journey by themselves if they didn’t have the information they needed. When there were tracking issues on the UPS site, stylists were bogged down with questions about deliveries instead of focusing on helping customers dress for work.
“The MM.LaFleur customer doesn’t have time for things like tracking down a package, or wondering if she’ll receive it in time for her big presentation on Friday. She shouldn’t have to worry about where her outfits are or when they’re going to get delivered.”
As the team began to look into innovative ways to improve MM’s post-purchase experience, they had a few specific items on their wish list:
- Extend the exceptional MM.LaFleur brand experience throughout the post-purchase journey.
- Ensure customer-stylist interactions focus on styling—and not on tracking Bento Boxes.
- Deliver a cleaner, more streamlined tracking experience to customers.
- Drive more consumer loyalty and repeat purchases on the MM.LaFleur website.
The MM.LaFleur customer doesn’t have time for things like tracking down a package, or wondering if she’ll receive it in time for her big presentation on Friday.
Emily Code, Manager of Strategic Operations Initiatives
The Solution: On-brand tracking pages were hidden in plain sight.
Code and a few other members of the MM.LaFleur team discovered Narvar because of their own personal online shopping experiences. Says Code, “A few of us had received confirmation emails from other companies that brought us to on-brand tracking pages. And since we were looking to improve our own tracking journey, we started to do some digging. That’s how we found Narvar.”
Implementing a branded tracking experience for MM.LaFleur customers turned out to be a fairly simple task, taking only a couple of weeks and minimal assistance from MM’s in-house engineering team. Code and the rest of the team began noticing a difference quickly. “The tracking pages are simple, on-brand, and beautiful. That visual aspect is very important to us.”
The Benefits: Narvar helped MM.LaFleur increase marketing engagements and site traffic.
By partnering with Narvar to enhance the post-purchase experience, the MM.LaFleur team has seen several improvements:
- Instead of diverting to UPS, MM.LaFleur’s tracking page on Narvar keeps clients engaged with the brand during this time of high anticipation.
- Beyond improving the overall customer experience, Narvar has redirected 22% of tracking traffic back to the MM.LaFleur site.
- Reduction in tracking-related emails & conversations as customers can now easily access all relevant information on the Narvar page.
Says Code of the team’s experience with Narvar, “We don’t even have to think about it— it’s the silent machine running in the background, and if it’s quietly humming along, that means it’s going well. For our customer, it’s a cleaner experience. She can access everything she needs, all in one place.”