Cover Story: Child's Play
giggle uses its channels for both marketing and operational efficiencies, according to Wing. The company, for example, won't stock less popular colors or styles of certain products in stores in some cities. However, if a customer wants these less-popular styles in a store where they're not regularly available, they can use that store's "Internet Shipping Program" and have it shipped home for free.
The result? According to Wing, "better stock management for giggle and great customer service for our customers."
Transparency for Parents
As many multichannel retailers do today, giggle uses positive ratings and reviews it receives online in all forms of marketing, as well as in its catalog and web features — often dubbed "5-star-rated picks" by its customers.
When it comes to reviews, however, giggle is all about transparency, Wing says. "giggle is an authoritative resource, and we take that commitment to editing and carrying only the 'best' products very seriously," she says. "However, like any business, we're not perfect. ... We post all reviews that follow the required guidelines for posting, regardless of good or bad. And when we see a frustrated customer review, we not only post the review, we follow up in person with that customer to understand their concerns better and learn from the feedback. It doesn't get much more honest than that."