By Alicia Fiorletta, Senior Editor
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You know that saying “the devil is in the details”? It refers to “a catch or mysterious element hidden in the details.”
In retail, this means that even something so little and subtle can have a profound impact on the customer experience.
As a writer and editor for Retail TouchPoints, my goal is to always look for the devil, so to speak. Fun, out-of-the-box campaigns, products or offers that really differentiate a brand. And last night I came across one simply by chance.
While going through my mail, and shuffling through the normal coupons and catalogs, I came across a little white package with just a return address — no name.
Suspicious, I thought.
I took a deep breath and sunk my nails into the packaging. (I think I watch too much Homeland, because all I thought about was a bomb going off as soon as I ripped the envelope open.)
It wasn’t a bomb. No. It was a small package wrapped in tissue paper and ribbon and a small business card. It was from Birchbox, the subscription service that sends members an array of beauty samples in a personalized box.
I read the note aloud: “You’ve been with us for over a year — 13 months to be exact! Here’s a little gift to thank you for your loyalty. Use this keychain to keep the essentials — keys and your favorite beauty sample — on hand at all times. xoxo, Birchbox.”
Now let me break down the reasons why I think this little keychain is so effective:
1. It’s personal: Even a short, sweet note showing your appreciation makes a difference. And because the note was signed from “the team,” it puts a fun, personal spin on the letter.
2. It’s brand-relevant: The free keychain includes a fun little pocket that is the perfect side to stick in a perfume or lipstick sample. A handy little feature for us beauty fanatics!
3. It makes your customers feel special: I never expected I would get this package. In fact, I had no idea I reached my anniversary with Birchbox. It was a nice little surprise to cap off my weekend.
Have you ever received an added service or perk from a retailer? How did it make you feel? Have you been loyal to the retailer since?
Share your thoughts in the comments below or tweet me @AliciaFiorletta.
