Shopper Marketing - August 2017 - 8

EDITORIAL

If	You	Can't	Beat	'Em,	Subsc
I

t's official: Consumers now
have as many options for
subscription-based razor blade
replenishment services as they
do product options on the retail
shelf.
OK, it's not literally official -
in fact, it's not really true. But
it might as well be: My unofficial list of options encompasses Do smartphones prefer a wet shave?
Dollar Shave Club, Harry's Inc.,
need? ... Which friggin' razor do I own again?).
Bevel, Gillette, CVS/pharmacy and the newAnd then rising theft levels forced many retailest addition, Schick Hydro. And don't worry,
ers to put the products behind locked plastic
the Bic Shave Club is on its way: The brand
on the shelf. ("Can an associate please help the
began testing the service in France at the end
gray-haired gentleman in Aisle 5?")
of March.
So the idea of adopting new-age sales and
A Google search also turned up something
distribution methods for the category was
called the "Wet Shave Club," which has 1,177
somewhat of a no-brainer as far as packaged
"members," according to its home page, and
goods go - especially after those aforemenprovides a monthly supply of products that
tioned new brands made it perfectly clear to
facilitate "shaving the way it used to be."
the old guard that consumers really liked the
(Does that mean straight razor and strop?)
idea.
Here's one thing that is official: the act of
But the fact that an entire category is now
buying razors is most certainly not what it
battling online to build loyalty while simultaused to be. This age-old path to purchase is
neously locking in long-term sales is certainly
now marked by complimentary first orders,
a noteworthy sign of the times.
snarky advertising and free shipping.
And that's a very good thing, at least for the
consumer. The category has long been fairly
Just Do It on Amazon
expensive (DSC and Harry's both entered the
So was the news in July that Nike had reached
market as low-cost alternatives) and confusa deal to start selling its products directly on
ing to shop ("How many blades do I actually
Amazon.com. Until then, Nike had been one

8

y SHOPPER MARKETING AUGUST 2017



Table of Contents for the Digital Edition of Shopper Marketing - August 2017

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
Shopper Marketing - August 2017 - 10
Shopper Marketing - August 2017 - 11
Shopper Marketing - August 2017 - 12
Shopper Marketing - August 2017 - 13
Shopper Marketing - August 2017 - 14
Shopper Marketing - August 2017 - 15
Shopper Marketing - August 2017 - 16
Shopper Marketing - August 2017 - 17
Shopper Marketing - August 2017 - 18
Shopper Marketing - August 2017 - 19
Shopper Marketing - August 2017 - 20
Shopper Marketing - August 2017 - 21
Shopper Marketing - August 2017 - 22
Shopper Marketing - August 2017 - 23
Shopper Marketing - August 2017 - 24
Shopper Marketing - August 2017 - 25
Shopper Marketing - August 2017 - 26
Shopper Marketing - August 2017 - 27
Shopper Marketing - August 2017 - 28
Shopper Marketing - August 2017 - 29
Shopper Marketing - August 2017 - 30
Shopper Marketing - August 2017 - 31
Shopper Marketing - August 2017 - 32
Shopper Marketing - August 2017 - 33
Shopper Marketing - August 2017 - 34
Shopper Marketing - August 2017 - 35
Shopper Marketing - August 2017 - 36
Shopper Marketing - August 2017 - 37
Shopper Marketing - August 2017 - 38
Shopper Marketing - August 2017 - 39
Shopper Marketing - August 2017 - 40
Shopper Marketing - August 2017 - 41
Shopper Marketing - August 2017 - 42
Shopper Marketing - August 2017 - 43
Shopper Marketing - August 2017 - 44
Shopper Marketing - August 2017 - 45
Shopper Marketing - August 2017 - 46
Shopper Marketing - August 2017 - 47
Shopper Marketing - August 2017 - 48
Shopper Marketing - August 2017 - 49
Shopper Marketing - August 2017 - 50
Shopper Marketing - August 2017 - 51
Shopper Marketing - August 2017 - 52
Shopper Marketing - August 2017 - 53
Shopper Marketing - August 2017 - 54
Shopper Marketing - August 2017 - 55
Shopper Marketing - August 2017 - 56
Shopper Marketing - August 2017 - 57
Shopper Marketing - August 2017 - 58
Shopper Marketing - August 2017 - 59
Shopper Marketing - August 2017 - 60
Shopper Marketing - August 2017 - 61
Shopper Marketing - August 2017 - 62
Shopper Marketing - August 2017 - 63
Shopper Marketing - August 2017 - 64
Shopper Marketing - August 2017 - 65
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Shopper Marketing - August 2017 - 67
Shopper Marketing - August 2017 - 68
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Shopper Marketing - August 2017 - 70
Shopper Marketing - August 2017 - 71
Shopper Marketing - August 2017 - 72
Shopper Marketing - August 2017 - 73
Shopper Marketing - August 2017 - 74
Shopper Marketing - August 2017 - 75
Shopper Marketing - August 2017 - 76
Shopper Marketing - August 2017 - 77
Shopper Marketing - August 2017 - 78
Shopper Marketing - August 2017 - 79
Shopper Marketing - August 2017 - 80
Shopper Marketing - August 2017 - 81
Shopper Marketing - August 2017 - 82
Shopper Marketing - August 2017 - 83
Shopper Marketing - August 2017 - 84
Shopper Marketing - August 2017 - 85
Shopper Marketing - August 2017 - 86
Shopper Marketing - August 2017 - 87
Shopper Marketing - August 2017 - 88
Shopper Marketing - August 2017 - 89
Shopper Marketing - August 2017 - 90
Shopper Marketing - August 2017 - 91
Shopper Marketing - August 2017 - 92
Shopper Marketing - August 2017 - 93
Shopper Marketing - August 2017 - 94
Shopper Marketing - August 2017 - 95
Shopper Marketing - August 2017 - 96
Shopper Marketing - August 2017 - 97
Shopper Marketing - August 2017 - 98
Shopper Marketing - August 2017 - 99
Shopper Marketing - August 2017 - 100
Shopper Marketing - August 2017 - 101
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Shopper Marketing - August 2017 - 103
Shopper Marketing - August 2017 - 104
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