Customer-centricity demands inclusivity
In a world where a ‘one size fits all model’ rarely applies, it is increasingly important for brands to recognise that their audiences are made up of different groups of people with a plethora of different needs.
So, what could you do to help your customers have a better experience with you?
Here’s some inspiration:
M&S ‘Ostomy and Stoma-Friendly Knickers’
In the UK, there are currently around 200,000 people living with a stoma (a temporary or permanent pouch attached to the opening of the stomach). Soozie Jenkinson, Head of Lingerie Design at M&S, worked closely with Colostomy UK to gain crucial insight on women living with stomas.
As a result, M&S is the first UK High Street retailer to introduce a range of stoma knickers to their lingerie collection. Each pair of knickers are designed using soft and supportive fabric with an internal pocket that helps to keep the stoma bag in place. Customers can choose from a range of styles and designs with the option of purchasing matching bras!
M&S say that “by working with real women with stomas, we’ve been able to create an inclusive knicker range that’s carefully designed to provide everyday comfort and support, providing the confidence you deserve.”
Bravo M&S for building on your fame in knickers to meet the needs of a group of customers forgotten by other retailers.
Mastercard ‘True Name’ Cards
Mastercard found that a large portion of transgender and non-binary people feel that presenting a payment card featuring a name that differs from their external appearance can be daunting and create fears of discrimination.
So Mastercard have introduced a ‘True Name’ feature on credit/debit cards which allows cardholders to use their true first name on their card without requiring a legal name change. This simple feature strips away a level of possible discrimination when purchasing goods in store.
Hurrah for Mastercard providing members of the transgender and non-binary community with a small but mighty tool.
Everyone has a right to feel included and both of these examples demonstrate ways in which inclusion by brands can really make a difference to their customers’ lives.
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