Franchising Today - Summer 2016 - 39
FAB'RIK WE "WE FEEL FEEL THAT IT'S IMPORTANT TO WOW THE CUSTOMER EVERY DAY." - DANA SPINOLA mium service. "We call them 'wow's,' and every store throughout the company does this daily and we have annual 'wow awards," she adds. Examples of 'wow' customer service provided at fab'rik include replacing a customer's wardrobe after her house burned down, helping a boyfriend of a customer plan the perfect engagement, walking customers to their car, donating to a customer's charity and sending them a bottle of wine if they're dining at a nearby restaurant after shopping. "We want to deliver the same level of service for a $80 dress that you would expect if you bought a $8,000 dress," Spinola says. "We feel that it's important to wow the customer every day, and we do that by listening to our customers, finding out what they're about and taking care of that. This is the thing that I'm really the most proud of." 'MAKING YOUR OWN RULES' Soon after she founded the first fab'rik boutique, several of Spinola's customers began inquiring about starting their own stores. "As a business person I love strategic planning, whether for one year, five years or 10-years, but franchising was not in any of my initial plans," she says. "What I knew about franchising at the time was the [fastfood restaurant] model, which I didn't Votivo is honored that fab'rik chooses to brand its stores with tried and true fragrances from the Votivo Aromatic Collection, such as Red Currant and Clean Crisp White. When a consumer visits fab'rik, they're invited to experience the iconic aroma of Red Currant as soon as they step in the store. Lighting a Red Currant candle in the store is part of fab'rik's store opening checklist. Since 2006, fab'rik founder and CEO, Dana Spinola, has brought affordable, high style to women around the nation. Votivo proudly supports Spinola's efforts and will continue to be a proud supporter of fab'rik boutiques. SUMMER 2016 franchising-today.com 39
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