Marketing strategy goes online as Western businesses adapt to remote connection.
In this unprecedented time, brands are having to think outside the marketing box to reach customers in their homes. At W&E, we are aiming to open the conversation to enable Western business owners making the leap to online and social strategy.
Read on to see how Lucchese has implemented their online strategy, in the words of their Marketing Manager, Victoria Mechler.
Western & English Today: What is the current business environment for Lucchese? Is your team working exclusively from home?
In compliance with local governments and for the health and safety of our employees, Lucchese closed all retail stores, offices, and our manufacturing plant, which is in El Paso, Texas.
W&E: What has been the biggest challenge in adapting to this “new normal”?
We have a strong connection with our customers in our retail stores and those who shop with our retail partners. It has been especially important to us to maintain that connection and communication with them.
W&E: How has the brand adapted to producing digital content and sales?
At Lucchese, we have always had an emphasis on interacting with our fans through social media and through email. Now, we have taken that step further by inviting our followers into the homes of many of our Lucchese experts. Our team has developed a series of “shows” where our followers can still have that Lucchese experience.
W&E: What has been your focus while speaking to the Lucchese customer online?
We have done everything from boot care to new product highlights already. Our team is very energetic about sharing even more Lucchese information with our followers beyond the current “stay at home” environment. We want to offer them educational tidbits about products and our brand.
W&E: Has any content stood out as particularly successful in terms of resonating with your audience? Why has that content done so well, in your opinion?
We have seen strong interest in leather care and boot maintenance. Everyone realizes they have a unique opportunity to do some needed housekeeping.
W&E: How have you implemented customer care in the digital space?
On Lucchese.com, we have a special tool that allows shopper to call one of our associates and talk live about specific products or styling. You can find in that in the bottom righthand corner of the website. Additionally, we offer the opportunity online to schedule appointments for custom designs (whether with a retail location or our customer service team remotely).
W&E: What are shoppers looking for right now from Western businesses? Have you noticed any buying trends?
Boot care! Again, everyone is taking the time to give a little TLC to their footwear. Additionally, we are seeing an increase in ropers. More and more people are shopping for that lower heel, transitional style. I think we will see more of that out on the streets and in the field this fall.
W&E: Do you have any tips for other Western businesses looking to take their business online right now?
Don’t be afraid to bring people into your home – digitally. The raw, un-produced look of videos from home are captivating customers who appreciate that relatability to their favorite brands. And rely on your experts, internally and externally, to help create content that is interesting for your customers.