“We Aren’t Just About Buy, Buy, Buy”: How Serena Williams Connects With S by Serena Customers

Published 04/03/2021, 7:51 AM EDT
MELBOURNE, AUSTRALIA – JANUARY 23: Serena Williams of the United States talks to the media at a press conference after losing her quarter final match against Karolina Pliskova of Czech Republic during day 10 of the 2019 Australian Open at Melbourne Park on January 23, 2019 in Melbourne, Australia. (Photo by Chris Hyde/Getty Images)


American tennis superstar Serena Williams has achieved tremendous success in the game. She has won just about everything that is up for grabs in the sport. After establishing herself as a complete player, the 39-year-old athlete has been involved in a number of off-court activities. 

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Recently, Serena Williams spoke about her fashion line, S by Serena. She spoke about the importance of being connected to customers. Williams insists that it’s not only about sales but even customer engagement and satisfaction, which is something she finds necessary to maintain. 

SAN JOSE, CALIFORNIA – FEBRUARY 22: Serena Williams
speaks on stage during keynote conversation at 2019 Watermark Conference for Women Silicon Valley at San Jose McEnery Convention Center on February 22, 2019 in San Jose, California. (Photo by Marla Aufmuth/WireImage)

Serena Williams insists on connecting with customers

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Voicing her opinion on this matter, Serena stated, “Yeah we want to be connected to our customers. We want to be able to have an opportunity where we see them together and we kind of mesh and make it work. For me, that feels most organic and that feels most real.”

Whenever a customer visits her store, she makes it a point to have a light chat and ask them about their well-being. She finds it more the reason to do this needful act, especially since the world is still recovering from the pandemic. 

Serena Williams of the United States celebrates winning her Ladies’ Singles Quarter-Finals match against Camila Giorgi of Italy on day eight of the Wimbledon Lawn Tennis Championships at All England Lawn Tennis and Croquet Club on July 10, 2018, in London, England. (Photo by Julian Finney/Getty Images)

Important to have a chat with customers with everything that is going on

The 23-time Grand Slam winner added, “And we aren’t just about to buy, buy, buy, buy when you know things are happening in our environment with the pandemic going on, we just check in and see how are you feeling like it becomes more of a chat kind of a situation and more integrated and just let us know how you’re doing today or what made you happy this week. It’s really about engaging with our customers and we feel that’s super important as well.”

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Coming to tennis, Williams began her season at the Yarra Valley Classic in Melbourne. However, she withdrew herself midway through the tournament due to a right shoulder injury. After that, she played at the Australian Open but exited in the semifinal.

Since then, she has not featured in any event. Although, she intends to resume her season at the WTA Rome event later in May. She continues her chase for the 24th Grand Slam title.

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Rohan Kollare

599 articles

Rohan Kollare is a tennis author for EssentiallySports. Rohan has a post-graduate diploma in Sports Management and a trophy cabinet adorned with accolades won in district and state-level tennis competitions. He has previously worked in Content Operations for Disney’s Hotstar for over a year, covering tennis and Formula One.

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