Putting customers first is central to the strategy at Harry’s.
“We always want to do what’s best for our customers, and we’re pretty dogmatic about it,” Harry’s cofounder and co-chief executive officer Jeff Raider stated.
One of the keys to Harry’s customer focus is its data-gathering practices and insights team, which develop data insights that trickle down into things that more directly affect customers.
“There’s this convergence that is happening between brands and retailers at Harry’s,” Raider said. “We’re both. We have a brand that is there for customers, we make our own products and we want them to have a really strong connection with us, but then we sell to them largely on our web site Harrys.com and when they come there we want to have all of the touch points they have with us as a retailer reinforce the positive brand experience.”
The data insights are also key to the brand refining its subscription model. At first, Harry’s thought subscriptions would be purchased by customers that had come back a few times on their own to pick up new razors.
“What we found was that was really hard because customers had already changed behavior to come to Harry’s. They now liked our product pages, they liked ordering manually from us and to change a behavior they already liked felt not great for them and difficult for us,” Raider said. Harry’s also found that lots of brand new customers were starting off with subscriptions right away. The task then became getting the product to them to try before that, and making sure they don’t cancel.
Those goals led Harry’s to launch its free trial program, where users just pay shipping and they have two weeks to test the product, Raider said. The company is also working toward using its data to stop cancellations of subscriptions, he said. “They just have too many razor blades and they don’t need anymore,” Raider said. So the company is developing algorithmic options around plan modification or delay of plan in order to keep those subscribers.
In line with its customer focus, Harry’s customer experience team, aka customer service, interacts directly with customers based on logged information. For example, when Harry’s first launched its Truman handle, it slipped for some people. So when the company launched a rubber grip the customer experience team personally e-mailed consumers about the new product and offered one for free. The e-mail campaign had a 72 percent open rate and a 52 percent response rate, Raider said, from unsatisfied customers.
Looking forward, Harry’s is focusing on its full multichannel approach since its launch at Target, and considering the idea of doing a women-specific product.
“In the longer term I think we would think about a dedicated women’s brand and product line,” Raider said. “What that doesn’t mean for us is just making a pink handle and putting a Harry’s cartridge on it and calling it Sally’s.”