August 3, 2017 | Branding
Over the past few years, the business of razors has gone through a huge upheaval. Gillette dominated the market for many years and most men bought their razors in multi-packs at the grocery store or drug store. While Gillette kept adding to the number of blades, the brand experience was otherwise pretty flat. I’d say that few men felt much loyalty or affinity to their razor.
Buying and using razors, just like shaving itself, was a repetitive and mindless activity.
Subscription razor services disrupt the market
Then, along came the Dollar Shave Club. The viral video that launched their subscription razor service turned the industry upside down. The Dollar Shave Club dramatically lowered prices, brought humor to shaving, and introduced a razor brand with spunk.
More recently, Harry’s has become an important player in the marketplace. They have also created a fun and memorable brand, but Harry’s brand is more minimal and modern looking, focused on their precision manufacturing process.
My husband recently made the switch to Harry’s, intrigued by their story of how they bought the factory in Germany to ensure quality.
elevate the brand experience, even when it’s out of your hands
Once you mail out your product, you lose much of the control over the user experience. With a retail store, you design the store displays, set the lighting, play the music you want, and train your staff to provide customer service that enhances and builds your brand. In e-commerce, after your customers leave your web site, you must let someone else (e.g. FedEx, UPS, USPS) deliver your product. You then recapture their attention when they open the shipping box or envelope.
Let’s see how Harry’s elevates this experience from the mundane to a memorable brand touch point.
The H’ is like a nickname. It’s easy to feel comfortable with it because it’s informal, but the overall packaging is minimal and clean.
When you open the box, the fun begins.
This is a shipment of replacement blades. This is basically 2 ugly plastic boxes that safely hold 5 precision blades in each. While their razor handles are sleek and colorful—they’re known for their bright orange handles—these refills are hard to dress up. But this packaging does that—using both graphics and words to delight the customer.
Harry’s could have easily just slipped these two cartridges in a bubble envelope, slapped a label on it and shipped it out. Or, they could have thought about the design but ignored the writing. Instead, they went the extra mile to make the whole experience of the package part of their brand and keep customers charmed.
What other brands have a great brand experience when they ship their product?