Stylerunner has experienced unique growth to say the least – 500% year-on-year for the last three to be exact.
Speaking at Go and Grow Online business seminar in Melbourne in March, hosted by StarTrack, co-founder Julie Stevanja says Stylerunner is a relatively young business and was born out of the desire to find more interesting activewear labels.
“We have major labels Nike and Adidas, as well as 50 other emerging brands.”
Stevanja says that everything boils down to understanding your customer.
Ask yourself how your website entices more customers to shop. However even that begins with understanding your consumer and having a clear vision of them, she says.
“For us, our girls love fashion. Our site is a destination to purchase activewear, shoes, sportswear; and is designed for girls that love shopping. It reflects that personality. The photographs have a unique look, that ‘post-sweat glow’ where the models have wet hair. We know our customers like something fun, fresh, and different in the market.”
Try and absorb feedback from your social media pages, your call centres, and on your website feedback section to tap into your market, says Stevanja.
For example, typical questions to answer could be ‘What does she like to buy?’, ‘Where does she like to shop?’, and even ‘What magazines does she read?’
“If our girl was reading Vogue versus Cleo that’s a very different personality,” she says. “Understanding as much as you can helps you deliver a message and tone which people will connect with so they want to give back.
“We see ourselves as a best friend. One of our customers said that to us – ‘If Stylerunner was a person I’d want to be her BFF.’ When we’re speaking to our customers via our customer service we have this really fun, casual tone speaking as we would to our girlfriends.”
Not everyone can engage a marketing strategist, but think about the customer being at the heart of what you do. Map out their profile, mindsets, overlay their desires (going back to work, or having a baby), their day-to-day living. This informs your messaging and strategies.
But the experience extends to the final delivery when a customer receives their package, says Stevanja.
Stylerunner deliver their products in a branded box, complete with a hand-written note. The packaging is fantastic opportunity to make your brand visible and to make customers excited about receiving their item, she says.
“Our box is one thing that gets Instagrammed the most,” she says. “I can’t remember a time when sportswear was ever delivered in that way, tissue wrapped. That’s something we wanted to change.
“Sometimes we’ll even partner with brands to pop something small in the box as well so they get something extra.”