:cleverbastards case study Case study: www.cleverbastards.co.nz
Launched in 2008 by designer and ex-creative director in advertising, Paul Kayser, beauty business expert, Michelle Procter and IT whizz, Blair Peach.
HAVE YOU WORKED IN RETAIL PREVIOUS TO LAUNCHING YOUR WEBSITE: IF SO WHERE? No, but I did work in advertising as an art director and creative
director for many years. In that time I worked on many retail accounts like Woolworths, Farmers and Air New Zealand as well as many iconic Kiwi brands.
WHAT DID YOU FEEL WAS MISSING FROM THE RETAIL SECTOR THAT YOUR WEBSITE COULD PROVIDE? At that time there were very few design stores in New Zealand.
And one of the few, Eon who really lead the charge for NZ design, sadly closed its doors. Furthermore, the ever-growing design-hungry customers were no longer just based in the main cities, but all over the country, from small towns, right up to the back block dairy farms and they were going online. We could provide a mouse to door service. There was also an opportunity to be more than a store. To be a
'place' you could hang out, read interesting stories about design and art, and to become a member of a community. Another aspect of our model was to offer a low cost channel to
market for the many and ever-growing number of talented artists, crafters and designers from all over NZ. Getting their work stocked in the local gift shop was the only option to reach a market. Now they could reach the world.
"There was also an opportunity to be more than a store. To be a 'place' you could hang out, read interesting stories about design and art, and to become a member of a community."
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Pictured Above: Paul Kayser Photograph by Jessie Casson
HOW IMPORTANT IS SOCIAL MEDIA TO GROWING YOUR BUSINESS? Imperative. Gone are the days when you'd open a store and wait
for customers to walk in the door. Maybe a little ad in the local press would have given them a nudge in the right direction. Nowadays, the retailer has to actively engage with and relate to their customers in a meaningful and relevant way. That means going to where they hang out, interacting with them and offering something that interests them. And that does not mean SELLING to them. It's as much about giving something of value without expecting anything in return. It's about building a relationship. In this way the customer is more likely to be drawn to your brand or store.
WHAT STRATEGIC MARKETING PLANS HAVE YOU PUT IN PLACE TO DRIVE YOUR BUSINESS?
