La Senza put the wraps on customer experience

Posted by Stan Phelps on October 14, 2011

0 comments | 868 reads

#898 in the Purple Goldfish Project is taken from a blog post by Jon Hammond @jonhammondtweet:

Here is an excerpt:

“In the Gulf Coast area of the United States especially around Louisiana, they have a tradition that has been around for hundreds of years. A ‘Lagniappe’ is a small unexpected gift added to a purchase in a gracious gesture that creates both warmth and surprise.

I have recently been reading Theo Paphitis’s book, ‘Enter the Dragon’ where he describes one of the key elements of La Senza’s (a lingerie retailer in the UK) success being down to the way purchases were treated. They didn’t just throw it into a bag. The item would be carefully wrapped in tissue, some beads added, then beautifully boxed and tied with a ribbon.

To me this is an excellent example of ‘Lagniappe’ in action.

OK, it no doubt costs a little more in packaging and time, but when you think about the benefits of how the customer feels when they walk out with something precious, it makes sound business sense.”

Marketing Lagniappe Takeaway: This is a classic ‘In the Bag / Out of Box’ example. Packaging and presentation are extremely important. The beads are a nice signature touch.

Today’s Lagniappe (a little something extra for good measure) – Here is a Christmas video from La Senza. Music to your ears and eyes:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

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Stan Phelps

Stan Phelps is Chief Solutions Officer at Synergy Events. Synergy is an award winning experiential marketing agency specializing in the creation of signature brand experiences. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is fascinated by the concept of lagniappe and is the author of 'What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth'

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