New wave in customer experience: Value fashion brand REDTAG leads transformation withmultiple first-to-market services
REDTAG, the Middle East’s leading value fashion and homeware brand, has launched its #WearASmile campaign, which accompanies series of industry-first services that will speak for the brand’s relentless commitment to delighting customers through exceptional customer experiences, and being the most engaged retail label.
October 20th, Dubai, UAE, Riyadh, KSA: REDTAG, the region’s favourite homegrown brand, has launched its most ambitious customer-centric campaign, #WearASmile. As the name suggests, the value fashion brand is hoping to delight the customers through the new campaign, which accompanies first-to-market services as brand promises, namely ‘Fashion stylists’, ‘Find your Size’, ‘Anytime-Anywhere Exchange’, ‘Instant Gifts’, and ‘Free Home Delivery’.
“Available across all REDTAG stores in the Middle East, these services will revolutionize ways in which customers interact with our brand, making the shopping experience both hyper-personalized and convenient. REDTAG is the only value fashion and homeware brand in the region to offer these services,” said Shehbaz Shaikh, Chief Retail Officer at REDTAG.
Despite being commonplace in apparel shopping, exchange services are often anything but smooth, with multiple “conditions applied” and criteria. The ‘Anytime-Anywhere Exchange’ is REDTAG’s way of addressing this long-standing customer issue. As part of the initiative, customers can exchange purchased items at any of REDTAG’s stores within the country. The “no-questions-asked” policy means that there are no time limits and REDTAG will take back any item in good saleable condition.
Catering to the fashion-conscious generation, REDTAG has introduced the innovative ‘Fashion Stylist’ service, in which professionally trained, trends-savvy stylists will assist shoppers with tips and suggestions. Trained in colours, body shapes, flattering cuts and more, these stylists will walk customers through the stores, conduct body analysis to single out best-fitting apparel, and personalize their shopping experience. Staying true to its customer-first principle, REDTAG has made this “personal-shopper” experience free of cost, with zero obligation to buy.
The ‘Find Your Size’ service is primed to make every shopper’s dream of finding the right size a reality. REDTAG’s customers can now approach any floor associates, who will immediately access inventory through on-hand tablets and locate the preferred size across all stores within the country. Customers can then get the preferred-size item shipped to their doorstep within 48 hours for free, or choose to collect it from the nearest store where it is available.
Taking stock of the inconvenience of carrying heavy shopping bags, REDTAG has launched the ‘Free Home Delivery’ of in-store purchases. Customers can now shop and roam freely, and attend a movie or dinner after shopping, leaving the delivery to REDTAG. Purchased items will be delivered within 48 hours, anywhere within the country. Delivery can also be made to the addresses of loved ones, as gifts.
The essence of the #WearASmile campaign is the brand’s customer-centricity. Recognizing and celebrating this customer-brand relationship, REDTAG has announced ‘Instant Gifts’ on a purchase of AED/SAR 1,000 and above. Ranging from exquisite perfumes to locally crafted homeware to quality accessories and more, these gifts are REDTAG’s gesture of appreciation for customers’ continued loyalty to the brand.
“What sets us apart as a brand is our ability to walk in the customers’ shoes across retail touchpoints, and tailor their experiences accordingly. The #WearASmile campaign is born out of this customer-first approach. With these new services, along with existing ones, we will continue to exceed customer expectations and deliver unmatched value in fast fashion and homeware,” Shehbaz Shaikh added.
The #WearASmile campaign is consistent with REDTAG’s customer-centric focus, such as the brand’s tiered loyalty program — RT Rewards — which gives customers additional perks and benefits. RT Rewards currently boasts over 14 million members and counting. Also, ‘REDTAG Listens’, which is a commitment to respond to customers’ queries within 24 hours, has been instrumental to the brand’s dominance in the Middle East fashion retail market.
A BMA International company, REDTAG was launched as a value apparel and homeware label in 2006. Driven by the vision of delivering high-quality and affordable fashion and lifestyle products, the brand has emerged as a leader in its niche. From its first store in Abu Dhabi, REDTAG has rapidly expanded to over 190 outlets across the Middle East and Asia – including the Kingdom of Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Oman, Bahrain, and many more locations. REDTAG is built on a strong customer focus, delivering enjoyable in-store experiences and seamless online interactions that are designed to exceed expectations. The brand takes a ‘Glocal’ approach to its offerings – adapting global trends to local sensibilities. REDTAG’s highly successful ‘RT Rewards’ loyalty program is currently over 14 million members strong, and growing fast. The program encourages repeat visits through tailored offerings and special rewards, with over 90% of the company’s transactions now coming from repeat customers.