CHAPTER 5Six Building Blocks of Today's Partnerships
“I loved Harry's razors, everything about them. I loved their appearance, their shave quality, their shave comfort, their shave time, and their costs,” writes Julie Strietelmeier, founder of The Gadgeteer.1 Strietelmeier founded the blog to share with others her lifelong passion for gadgets.
Strietelmeier is not alone in her passion for the grooming company and its shaving, showering, skincare, and hair products—Harry's has received more than 20,000 five-star reviews. Its “brand moments” strategy, which focuses on improving the pain points associated with the traditional shaving experience, has created exceptional customer experiences that have endeared the company to many. Customers love the brightly colored razors, blades, and shave gel, and the clever shaving tips. And then there is the Mystery Surprise—a package that is designed to look like the timeless Bazooka Joe comics and that contains a Harry's product that may or may not yet be available for sale to the public.
Harry's exceptional customer service has enabled the company to effectively compete in an industry of giants like Gillette and Procter & Gamble (P&G). This exceptional customer experience and customer brand love caught the attention of several folks responsible for discovering and recruiting merchants for their company rewards and loyalty programs. In time, several strategic brand-to-brand partnerships were born.
Harry's rewards program partnerships follow ...
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