Victoria's Secret uses science and art to sell

Share this content:

NEW YORK -- Delivering value to customers is the way to conversion, said Mark Giresi, executive vice president at Limited Brands Inc., at the National Retail Federation's annual show Jan. 17.

After an upbeat video of Limited Brands' Victoria's Secret models on the catwalk, Mr. Giresi shared the secret to Victoria's Secret's art and science of converting customers.

"While product is critical to our growth, it's only one part of the equation," he told retail delegates at the show. "It's more than just quality of product - we think of this as the value equation, which is combining quality with service, with experience and keeping a competitive price."

One Victoria's Secret store manager increased sales by focusing on customer service, rather than on higher transactions. Because she increased her staff during busy hours, she increased transactions and saw an increase in $124,000 in sales. Mr. Giresi attributed this to her focus on conversion rather than on dollars per transaction.

"The average dollar sale of a person who walks out with nothing is zero," he said.

But building a solid brand is not just a science, according to Mr. Giresi. Retail is also an art form.

For instance, Victoria's Secret focuses on the emotional response of the customer through merchandising the stores and making them inviting to customers. The lingerie brand designed all its stores with a pink theme to appeal to its core demographic - the sexy, sophisticated woman.

Mr. Giresi said building brands, talent and capability is the key to conversion and this comes through teaching, testing and trust.

"Talking about results is important, but understanding the right behavior is the key to driving results," he said.

Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here