Online retailer builds connections through customer service

By Shella Gardezi

Online shopping doesn’t have to be impersonal, customers find when they log on to Raspberry Kids’ website, raspberrykids.com.

Excellent customer service is key to the mom-based business launched by entrepreneur Sue Sinclair three years ago. Not only will customers receive their orders in a timely manner, they’ll also receive little extras that demonstrate appreciation such as thank you letters and a sachet of raspberry tea.

“Raspberry Kids has become known for its service over the years and its something that we really pride ourselves on,” Sinclair says. “We want to be one of those businesses where people rave about their shopping experience.”

Sue Sinclair displays some of the back-to-school products in stock at the Raspberry Kids warehouse.

One of the methods Raspberry Kids uses to interact with customers is social media. Having an active Facebook and Twitter presence gives customers the opportunity to give feedback. Often customers will comment positively on their products or customer service experience, which gives the business an opportunity to source testimonials for its website with the customer’s permission.

In return, Raspberry Kids also engages with the community and encourages feedback through what can be termed “crowdsourcing.” This gives the business an opportunity to do research on products by asking questions such as, “What colour do you like best?” Once, customers were asked what they like best about Raspberry Kids and one frequent answer was receiving the thank you cards with their orders.

“We want to do it anyway, but to get that feedback is really motivating and inspiring for us to continue,” Sinclair says.

Another key to the company’s success is quality.

“Our tag line is fresh, healthy and fun, and so that’s sort of the criteria that we use when we’re sourcing products,” Sinclair says. “We spend hundreds of hours sifting through products worldwide looking for the latest and greatest and only the best will actually make the cut.”

Sinclair says she developed the business concept based on several factors. She wanted to use the skills she attained in corporate world; she enjoyed using technology and had an interest in e-commerce; as a mom, she spent a lot of time finding quality products for her children; and, finally, she wanted to have the flexibility to be able to spend time with her family.

However, Sinclair says she’s not unique in the world of “mompreneurs.” Being owned and operated by a mother doesn’t give a children’s product business a competitive edge in this era, but it does help one relate to one’s customers.

“We do try to be relatable and we do try to work with our community and really embrace that and find those commonalities and let people know that they’re not the only ones with the bedtime fiascos where the kids just won’t go to sleep and so it gives everybody that common ground,” she says.

One thing Sinclair can relate to is the stress of shopping in a brick-and-mortar store with young children – especially when it’s hard to find a customer service representative to help. Her goal is to give moms an easy, convenient and stress-free shopping experience either online or through special events.

“We just continue to try and make it a better user experience, work with our customers and engage them, and provide them with what they need,” she says.

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