As a small business, it can be difficult to make everyone happy. It's even worse when your business becomes too popular and you're struggling to keep up with demand. At the beginning of 2013, Santa Monica, Calif.-based fitness apparel company Ellie had a slew of complaints on their Facebook page. From slow customer service to long wait times before products were shipped, Ellie didn’t project a great image to its customers. Ellie was – and still is – a small business, and it was trying to compete with some heavy-hitters in the apparel industry.
Fast-forward to September 2013, when Ellie is a successful subscription clothing company that delivers high-quality fitness apparel for a fraction of the cost of high-end manufacturers and boasts a slew of very happy customers. For $49.95 every month, plus shipping, members of Ellie’s Fit Fashionista Club can choose two pieces of stylish workout wear (or one from the Limited Edition collection). Those who don't want to join the Fit Fashionista Club can purchase pieces at retail prices.
Ellie has become so successful that it quickly sells out of pieces in its collections (the September 2013 Vinyasa tank sold out in a matter of hours after release), and its Facebook page has nearly 25,000 likes as of press time. Here’s how the small business went from disappointing their customers to dazzling them - and mostly by just listening to its customers and doing everything in its power to create a smooth customer experience.
(Of course, having great products certainly helps. Save 20% on Ellie - Their workout wear is high quality and stylish, and it's all made in the USA. You'll be supporting fellow entrepreneurs with a dream!)