New, startup companies have exploited tensions within the shaving category—not with better products but with a more convenient commerce offering. To say that the shaving industry has dramatically changed is a dramatic understatement.
So what did we do? We leveraged a human behavior: texting.
We designed the Gillette subscription service to be the first with a text-to-reorder capability. Now, with Gillette on Demand, consumers can reorder anytime, anywhere, with just a single text message.
In addition to text-to-reorder capability, Gillette On Demand introduced a new email platform designed for custom, personalized B2C communication. Pre-populated with data points based on known user attributes and purchase behaviors, our integrated, multi-channel communication strategy drove re-orders with reminders based on projected reorder timing. Once trends are observed, targeted email messaging converts the target into a long-term, subscription relationship.
The experience was designed with the modern user’s needs in mind, keeping the process simple, streamlined, and educational. The new look and feel celebrates the innovation that consumers have come to love from Gillette, while positioning the brand in a younger, more dynamic light.