How Fair Indigo Created a Customer Base

Many Fair Indigo customers, Nelson and Bass discovered, are involved with causes and charities. So as a means of building its cause, customer loyalty and relationships, Fair Indigo offered them the chance to support one of 10 charities in making a purchase. Customers nominated 10 charities then got to choose one for a particular promotion in which Fair Indigo donated 25 percent of its sales on specific days. “Customers thought it was great,” Nelson said. The promotion not only was carried out online, but also in the company’s Madison, Wis., store.