If anything can be commoditized, it’s an online Halloween costume retailer. I mean, you can get the same costumes at so many different sites – so what would make you have loyalty to any of them? I didn’t until moments before writing this blog post. Let me explain what happened this morning as I ordered from HalloweenCostumes.com.
Each year, I Google whatever costumes I’m looking to buy for my family and then find the cheapest place that has them in stock. Period. That’s what happened this year as well – then when I had placed my order, something different happened: I was served a Thank You video. This well-produced video stars a muppet-like monster showing me how important my order was to them. A human customer service rep tells me what to expect now through delivery as this this purple puppet runs around exclaiming “We got another order,” cutely taking me through the pick and pack process in the warehouse. At the end, a big group of employees yells out a group thank you – then scatters in excitement as the fuzzy star exclaims once again “We got another order!"
Here’s the video, which 38,000+ customers have already viewed:
Apart from the entertainment factor, what’s so great about this video? Everything:
- It answers any questions the consumer has about what happens next, from which emails to expect and when delivery will occur – thereby reducing future customer service interactions.
- It shows the impressive size of the warehouse, including the large selection of merchandise.
- It shows a clean, organized environment, instilling confidence that the proper order will make its way to you on time.
- It humanizes the experience, thanks to the large group of enthusiastic employees who express their gratitude en masse – reminding you that there are real people benefiting from your order.
Perhaps most importantly, the video catches the first-time orderer off guard – to borrow a term from Starbucks, it’s a "treat receipt” of sorts that surprises and delights. I watched it a couple times, really enjoying the content. I showed it to my husband. I’m blogging about it now. All because it made a player in a commoditized field stand out as a brand.
The fact that HalloweenCostumes.com would go this extra step after I’ve already placed my order shows that they are looking for a long-term relationship with me. And that’s exactly what they will get, as long as they continue to deliver on their brand promise.
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency
