Looking to sell in a new market is tough. To succeed, the world’s first Proraso D2C store would need to hook new buyers with a modern feature set, while still feeling like the same, dependable brand that their existing customers know and trust. Specifically, the brand needed to reach:
- The everyday American shaver who wants to feel good about the products he chooses to use each morning.
- Professional barbers who need high-ticket, “pro” product lines so their clients can feel great about their paid shaving experience.
Adding to the challenge, it quickly became obvious that Proraso was dipping their toes into an already-crowded market. Ever since Dollar Shave Club changed the industry with their subscription service, the shaving world has gone through a massive transformation. Harry’s, Bigelow, and even brands like Gillette that have never sold D2C before, are now embracing the modern eCommerce consumer with online stores.
Whatever solution our team came up with, it would have to stand out.
We would need to think outside the box, and find a way to offer a better D2C experience for bearded online shoppers. A reason for them to take a chance on Proraso. Our first step— coming up with a plan.
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