Figuring out what’s next for your business may be challenging but it offers opportunities to take your brand to the next level with resilient growth. With this blog series, we talk about best practices from select brands!
These ideas can serve as a springboard for your own strategies. Tailor them to your business and take things up a notch to create a truly resilient brand, no matter what product or service you’re selling.
Today, let’s look at how Stonefield Shave is renewing interest in traditional wet shaving.
It started when Jonathan Steinfeld took a trip to New York City and visited a men’s shaving store. Traditional wet shaving piqued his interest and inspired Jonathan to start Stonefield Shave, which showcases Canadian-made products.
Characterized by its unique aesthetic and simpler yet effective tools, wet shaving is the antithesis to the multi-razor tools and aerosol creams that underline men’s grooming as we know it. Stonefield Shave takes us back to a simpler time, which Jonathan equates with “visiting your grandfather’s favourite shop” albeit on the digital realm.
What makes Stonefield Shave stand out as a resilient brand?
- In keeping with their mission to revive the traditional wet shaving method, Stonefield Shave organizes helpful content in a well-defined user journey
Traditional practices call for an un-learning of what we know and Stonefield Shave understands this very clearly. As such, they have arranged their products according to user needs, including a category for those entirely new to the art of wet shaving. Stonefield Shave provides valuable, digestible information to get one started, displays basic tools and products, and guides users from this step to the next.
Having a well-defined user journey is one of several effective strategies for boosting retention rate, and improving retention rate by even 5% increases profits by 25% to 95%.
We think it’s cool that Stonefield Shave puts itself in its customers’ shoes by having a good grasp of their needs and challenges, whichever stage they are in the buyer’s journey.
When you demonstrate a clear understanding of how customers think and the problems they’re trying to solve, you can better position your product as their needed solution.
How can you do this and take it up a notch?
First of all, define the problem your product category solves. Then present the solution with category descriptions that provide answers to your customers’ most nagging queries. By doing this, you position your products as the answers to these questions.
Take it a step further and align all content pieces to every user journey stage. Helpful articles on your website can be linked back to products. Freebies or discounts codes can be offered to push purchase. Finally, email drip sequences can talk about the stories behind your products, and even reinforce social proof through customer testimonials.
Having a clear map of your customer journey is key to aligning all areas of your brand that customers interact with. Make this worthwhile for them by continuously optimizing every step of the journey to bump up customer satisfaction, and ultimately boost retention rate.
- Increasing customer lifetime value (LTV) and knocking out competition through a loyalty program
Did you know that 74% of consumers choose a store based on a strong loyalty or discount program? If that’s not enough incentive, rewards programs also increase customer lifetime value. Over time, this means more purchases, more often.
Stonefield Shave’s loyalty program begins with a discount on the first purchase and continues to reward customers with discounts on future purchases.
Customers can even earn points from liking Stonefield Shave’s social media pages or referring friends.
A loyalty program like this works wonders for the right products because it addresses two questions most business owners have: how can we stand out, and how do we get customers to buy more, and buy again?
How can you do this and take it up a notch?
If you’ve determined that a loyalty program is suitable for your product, feature it loud and proud on key pages of your website: the home page, category pages, and product pages. Communicating across these key pages helps drive purchase decisions.
And long after customers have clicked the checkout button, sustain interest by offering seasonal rewards or even gamifying the process! Align these initiatives with your calendar and watch your promotions get a significant boost.
Stonefield Shave not only does a great job of taking customers on a journey to a more traditional way of doing things, but masterfully guides them through their own journey of discovering a time-honored ritual such as wet shaving. With a well-defined customer journey that provides value at every step, and a rewards program that keeps giving back, you too can utilize similar techniques and optimize them for your own resilient growth!
Take actionable steps to growing your brand today! Get answers to your most urgent questions by taking our Resilient Growth Checkup. Find out how ready you are for resilient growth marketing and identify the biggest road blocks to your business growth and how to solve these.
Or if you want to take it up a notch with predictable, profitable growth, check out our Growth Finder.