I recently bought a t-shirt at  the Lacoste store in Soho. It was a pleasant experience with a knowledgeable and helpful salesperson. However besides that, it was a short and somewhat forgettable. At the end of the purchase the cashier asked for my postal address. I'm not sure why I surrendered it, as I normally never give such data away. But I did. Again, even that part was forgettable.
 
Usually, the next thing that would happen might be a promotion email (either way too soon or many months later), or a quarterly catalogue arrives on my door, or a perfume sample etc. Instead, a week or so later, a very cute hand written "Thank You" note appears in my mail box sent by normal post. It was written by Benjamin, the sales person. It was short, nice, fun, referenced my "red" shirt and offered to help again for any future needs. Not over the top in anyway.
 
The personal touch is a great way to win business; I want to go back, I want to shop there again, I want to give him another chance to connect with me, I'm feeling the draw already, I'm pondering my next trip to New York.

The downside, their very cute little "Thank You" notes did *not* have a URL listed (their website is average) and in no way seemed connected to any integrated media or CRM campaign. I even got the feeling it might be specific to that Lacoste store in Soho. Has anyone received similar hand written notes from other consumer brands?
 
Moving forward it'll be interesting to see what else they do with my contact details, but right now, they've got some brownie points with me. And if I buy something else from Lacoste, they have Benjamin to thank. An Exceptional Experience in my books. Photo credit: Othon Leon.

Chelsea Hunter