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can communicate those values consistently to the outside world.
At Bodie and Fou, social-media activities are shared among the team on different platforms from Facebook to Twitter. Kong also writes a blog “where I share my decoration ideas and inspirations but also being very French, I guess, I have no issues about sharing little slices of my life, conversations with my seven-year-old daughter and my experience as a retailer.” This, she says, is her space and her voice—a place to promote the Bodie and Fou collection but also to be herself and use the blog as a creative window from the day-to- day running of the business.
“I think when it comes to social media you have to enjoy it to be successful,” Kong enthuses. “You have to enjoy the connection, the interaction, sharing things and I feel I’m very much in my element and so is the rest of the team.”
Bodie and Fou launched its Facebook page in 2010 and Kong says she cherishes this interaction with customers through the social network. Bodie and Fou sees an uptick in sales after a post about a particular product, or after a notification that an item is back in stock and fans are “very engaged and interactive” in general, she adds.
Thanks to Facebook, Bodie and Fou knows its customers, what they like and what they want and if it is not sure about something, it asks them. “We are lucky to have very responsive customers who are fans of the brand and I’m aware that without them, we would not be in business.
I recognise that they have the choice to shop anywhere so if they choose to shop with Bodie and Fou, it is our duty to provide the best shopping experience and best customer service we can.” Bodie and Fou is also making use of new social phenomenon Pinterest. “It is a big giant creative mood board where we pin the Bodie and Fou products, interiors we love, styling ideas, anything. Also from a retail sense, we see a net increase on sales coming from Pinterest too, which wasn’t why we started it in the first place, but obviously it does not hurt.”
Importantly, Bodie and Fou is being consistent, everywhere. “Each time there is a contact with a customer, from the time they land on our website to when they place an order, receive a confirmation email, get their orders, contact our customer service team and now receive our inspiring catalogue, the message is the same: friendly and helpful,” says Kong.
Because it is quite literally their name on the line, the Bodie and Fou sisters genuinely care about their customers and their shopping experience, all of which contributes positively to the overall brand ethos.
The online boutique and its burgeoning Pinterest presence
15
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