Elemis: Relax and Feel Special
Julie Thompson
www.elemis.com
Clearly a brand that sells aromatherapy oils should have some impact on our senses. But it’s the whole experience that feels different from the moment you start interacting with Elemis.
As you enter the treatment room the Elemis experience begins. The ambience and lighting from candles; the decoration and prints all signal the unmistakable Elemis experience. And yet it is not highly “branded”. Don’t get me wrong you can get treatments for half the price if you want to, but the experience makes it worth paying the extra.
The staff are great too. On questioning staff in a spa that was swapping over to Elemis, they were very excited. Clearly the level of training that accompanies the package inspires and motivates these third party staff to become advocates too. It was the spa that recommended the products to me in the first place!
But I order my products direct and this is where you can relax and start to feel special too.
Not only is ordering easy and efficient but on your first order they offer a telephone or web based consultation to talk through your needs. Part of the mentoring approach that puts “wellness” at the heart of the brand’s approach and is embedded in the regular newsletters.
Valuing existing customers
Unlike so many brands, Elemis reward and recognise their existing good customers. Every quarter I receive a voucher based on what I have already spent. I started to feel special when they sent me a present on my birthday. Of course, there was an offer with it encouraging further purchase, but it was made in an elegant way. They are always encouraging trialling of other products, but in a relevant added-value way. Any orders always come with a small sampler of another product.
When they have new promotions they let existing customers know a few days before general release. Unlike most telemarketing companies they are confident enough to leave me a message on the answer phone to tell me about it rather than having to speak to me in person and “convert” there and then.
An unexpected pleasure
Just recently, out of the blue, they sent me a totally unexpected Christmas Hamper. A gift from Elemis with a message: “as it’s the season of goodwill, we wanted to thank you very much for being such a good customer”. So unexpected, and really high perceived value to me. A real, targeted, honest loyalty reward. The subtle offer that followed a week later, containing Christmas Treats for you or family and friends, underlines just how well they have thought through the whole experience.
Elemis deliver a relaxing but special experience throughout. It’s made me an advocate of the brand.
Ed says: As Julie is head of subscription retention at EMAP this is high praise indeed!
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