The Mark Group-A 50-Year Legacy of Service (1,709 words)
On the Front End: Making It Easy to Shop
All of The Mark Group brands target affluent baby boomers—primarily well-educated, high-income women with active lifestyles—who demand quality, convenience and service as part of their shopping experience. Utilizing the power of both the Internet and catalog channels, the company is able to offer the convenience and flexibility of shopping 24 hours a day, seven days a week, 365 days a year.
Charles Keath features hard goods such as furniture and home decorating accessories, as well as casual women's apparel. Boston Proper and Mark, Fore & Strike are apparel-based, with the former featuring contemporary fashions and the latter focusing on updated classics. In the print catalogs and on the Web, copy and design are used to provide shoppers with detailed information, as well as ideas on how to coordinate outfits to purchase. For several items in a catalog, fabric swatch closeups are shown to help buyers make educated decisions. On the Boston Proper Web site, every item featured has four views for shoppers to see merchandise from several angles, including a detailed fabric swatch.
Additionally, order forms not only provide easy-to-understand instructions, but spell out the company's liberal "Complete Satisfaction Guarantee" returns policy.
"On the telephone, customer service representatives (CSRs) are trained to provide information to better serve customers, and not merely take orders," says Miller. "They can answer questions regarding product styles, sizing, features and other details." Sometimes, CSRs do some cross-selling, for instance to recommend complementary items, but only on inbound calls; no outbound telesales are used. Miller explains, "We may have our reps suggest shoes to go with an outfit or offer specials of the week, and sometimes, we provide third-party specials as well, at the end of our sales calls."
A Great Back End Keeps 'Em Coming Back