I just received an email from the Dollar Shave Club. I’ve been a member (as in customer) of the “club” for more than 10 years. I joined the club after watching their irreverent, R-rated (for language) YouTube video that has more than 28 million views. The concept was simple. Pay a small monthly fee and new razor blades are delivered to your mailbox. The member never has to worry about running out of fresh razor blades ever again.

After giving them a try, I joined the club. For years, I received a package of four blades every month. I never worried about whether they would show up – they always did. It was so convenient, which is the reason for this article.

I’ve written about Dollar Shave Club and convenience before. Nothing new there, but what I want to share is the subject line of the email. It read: “More like Dollar Convenience Club”

There’s nothing special about razor blades, but what makes Dollar Shave Club special is its customer experience model, which is built around convenience. When they first started selling razor blades in 2012, the subscription model was not as popular as it is today. The word “subscription” was tied to newspapers and magazines. Today, almost any business can come up with its own version of a subscription model.

So, back to Dollar Shave Club. What I love is how they promote convenience as much as, if not even more than, the actual razor blades and other “bathroom needs” – their words, not mine!

While it is still called Dollar Shave Club, inflation has led to a higher price. Not to worry. Their customers still buy from them. Why?

1. Convenience: This is the overarching reason they are in existence.
2. Quality products: If the blades weren’t good, it wouldn’t matter if they were called the “Less than a Dollar Shave Club.” Quality is important to them.
3. Price: Even though people are willing to pay more for convenience (the proof is in my annual CX research), they have chosen to go the opposite direction and have a low price that’s almost as compelling as the convenient experience. 
4. Consistency and reliability: Customers know exactly what to expect and when to expect it. The predictable schedule and consistent quality create trust and confidence in the brand.
5. Fun: This is a bonus, but who doesn’t like a little fun? Its brand of fun may not be appropriate for everyone, but it is for some companies. Dollar Shave Club’s commercials are funny, which helps them stand out in a crowded market. 

Source: Shepard Presentations, LLC.

The Dollar Shave Club doesn’t sell better blades. They sell a better experience. And that is the lesson for the day. If your product does what it’s supposed to do and you add the experience that customers want – and for the members of Dollar Shave Club, that’s convenience – you have a winning combination. And like Dollar Shave Club, consider promoting the specific experience.

So, in addition to promoting what you sell, what experience do you create and promote that makes your customers love you even more? That answer is what will get your customers to say, “I’ll be back!”