High Streets Initiative · 19 October 2017

N.Peal Customer service is unsurprisingly vital for this cashmere brand

A high quality of service is maintained across N.Peal's platforms
A high quality of service is maintained across N.Peal’s platforms
For any business selling a premium product, creating the right environment for sales is key. N.Peal is doing just that through its physical and digital offerings.

Having discovered the approach jewellery company Taylor & Hart is taking to build both a digital and physical retail presence, the second outing of our video-based bricks and clicks? series features luxury British cashmere brand N.Peal.

Unlike Taylor & Hart, which was established only a few years ago, N.Peal is 81 years-old. Throughout its long history the brand has remained synonymous with quality clothing and accessories, and is a household name in traditional British cashmere even James Bond wore an N.Peal sweater during his latest outing in the hit film franchise.

The brand’s flagship store opened in the Burlington Arcade Mayfair’s famous high-end shopping area and N.Peal has since gone on to set up a presence in London’s Knightsbridge, Sloane Street and Piccadilly. Just last year, the retailer opened two more locations, on Brook Street and in Covent Garden.

Owneradam Holsworth explains N.Peal’sonline strategy

As a traditional British brand, N.Peal has mostly kept a loyal customer base. However, during certain periods it has nonetheless struggled to modernise as the company attempts to attract younger generations of customers.

One of the main tasks facing Adam Holsworth when he bought N.Peal in 2006 was how to transfer the brand’s signature in-store characteristics, namely its unwavering high standards of customer service and top quality products, into the online realm of the digital shopper.

Business Advice sat down with N.Peal’s owner and chief executive to find out more about his online marketing philosophy, and how he’s managed to make the brand’s digital offering equally as appealing as the service its customers receive when they visit physical N.Peal stores.

you’ve got to take a step back and think how do I make that customer service element of the brand just as special online Holsworth explained to Business Advice. How do we make consumers feel as important as they do when they visit a store? it’s essential that translates to the online experience.

N.Peal's Brook Street store
N.Peal’s Brook Street location
To match the style and quality of service Holsworth demands in each of N.Peal’s London stores, he set about creating an ecommerce site that was visually striking, as well as functional.

As he put it, the purpose of a retailer’s website should be to offer another form of theatre? online, and that simply maintaining a functional ecommerce site put unnecessary limitations on a brand.

there can be costs involved with creating a top-quality online experience, but they’re worthwhile, Holsworth admitted. The mistake many retailers make is to view their online platform as a purely functional part of their business. Actually, you’ve got to make that customer service equally as good as the service you’re providing in-store.

Maintaining the same quality of service across both physical and digital platforms is a business maxim that filters down from Holsworth to all N.Peal staff.

Whether they’re new starters or theyve been with the company for ten years, employees receive regular customer service training, which focuses on the needs of online consumers just as much as those customers the staff meet face-to-face in-store.

The training of staff in each N.Peal store is slightly different tailored to the specific type of customer each location typically sees. However, according to Holsworth, it’s important that all staff are taught the brand’s overarching principles no matter what their role is or where they work.


 
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ABOUT THE EXPERT

Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.

Business Law & Compliance