CX We Love: Catbird Jewelry
Catbird, a Brooklyn-based store that specializes in everyday, minimalist jewelry, was an early pioneer in the shift towards quality and sustainability that we’re seeing from many brands over the past decade. When I lived in New York, it was hard to walk by their storefronts without stopping to eye their beautiful jewelry, or on occasion buy something to treat myself. Despite the premium price on a lot of their products, their stores have a very welcoming, community feeling to them - never pretentious, always helpful and inclusive.
What makes their customer experience exceptional?
Even though I now interact with them entirely digitally (since moving to Minnesota), it still feels personal. I have such a connection with their brand that from 1,200 miles away, I don’t even think about buying jewelry anywhere else. That type of connection doesn’t just happen, and it’s not just because they have quality jewelry in the style I like (which is also true). They have a thorough understanding of their customers and have built their brand with a consistent customer-centric strategy that spans across physical and digital channels.
Their digital customer experience is seamless with easy search functionality and communication around product details and shipping times. It also mirrors the same community feeling as their storefronts. In addition to clearly displaying their products, their website tells their brand story, features pictures of their customers and invites you to reach out with any questions or just to chat! Their social channels feature beautiful product photography with product shop links that may lead to an impulse buy or two.
After a purchase, they send you a bunch of little “surprise and delight” treats and a thank you email that is genuine and personal. It all feels very connected and you can’t help but feel like they actually care about you as a customer!
TL;DR What’s the bottom line?
Digital CX can create or strengthen a deep connection to your customers. Rather than thinking of digital as a separate channel, or a replacement for in-store commerce, think of how it can enhance or build upon your physical presence and/or your community of customers.
