purpose, mission, & values - sites@duke | sites.duke.edu · by eliminating brand tax and...
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PURPOSE, MISSION, & VALUES
To provide products that are:
Affordable
High quality
Good for you
Good for the planet
PURPOSE
Better stuff, fewer dollars.It's that simple.
MISSION
Simple, fair prices
Careful curation
High quality products
VALUES
Providing a lifestyle first, integrated shopping
experience.
BUSINESS
WHY
HOW
WHAT
Democratize a lifestyle first experience.
Disrupt existing ways of shopping by eliminating brand tax and
providing a lifestyle-first retail experience built on 5 pillars
(transparency, community-driven values, quality, accessibility,
affordability).
Curated, high-quality products at a consistent low cost.
Community-driven content.
WHO MATTERS MOST
EARLYADOPTER
URBANDWELLER
PRIORITIZESLIFESTYLE
ENJOYSENGAGING ONLINE
BRANDLESS Shopper
= Lifestyle
Cultivator
FIRST-TIMEHEAD-OF-HOUSEHOLD
DEMOGRAPHIC
23-38 y.o. (Millennial)
Female
Household size: >2
Holds a 9-5 job
PSYCHOGRAPHIC
Prioritizes lifestyle needs (organic, gluten free, cruelty free, etc)
Prioritizes health in general
Wants to feel good by supporting a company with a social mission
Open to exploring new brands, products, lifestyle tips
BEHAVIOURAL
Price sensitive but willing to spend more to prioritize lifestyle
Shopping behavior: - Browse online → purchase online- Open to buying different items at different stores
Social media activity:Regularly consumes and/or shares lifestyle content
GEOGRAPHIC
United States
Urban
DEMOGRAPHIC
23-38 y.o. (Millennial)
Female
Household size: >2
Holds a 9-5 job
PSYCHOGRAPHIC
Prioritizes lifestyle needs (organic, gluten free, cruelty free, etc)
Prioritizes health in general
Wants to feel good by supporting a company with a social mission
Open to exploring new brands, products, lifestyle tips
BEHAVIOURAL
Price sensitive but willing to spend slightly more to prioritize lifestyle
Shopping behavior: - Browse online → purchase online- Open to buying different items at different stores
Social media activity:Regularly consumes and/or shares lifestyle content
GEOGRAPHIC
United States
Urban
CUSTOMER JOURNEY
Qua
lity/
Stre
ngth
Customer Journey
PROS
$48 basket size encourages adherence to total brand buy-in
Forces customers to buy in to a brand rather than individual products
Reduce customers with low LTV
Environmentally friendly
CURRENT OPTIONS
One $6 shipping option:
- Standard 3-5 business day delivery
- Orders of $48+ get free shipping - No exceptions or promotions
CURRENT SHIPPING SCHEME
HOW CAN BRANDLESS IMPROVE?
- Free shipping on first order- Complimentary sample boxes
with first order- AS
CONS
Growth rate will force Brandless to compete for new buyers with Amazon and potential 2-hour shipping
Difficult first-time buy-in for existing community members
- Spend $48 on a suite of products or pay $9 to try one $3 product
CURRENT SHIPPING SCHEME
MENTAL AVAILABILITY
Community allows for increased points of contact with customer base
High frequency of dialogue
LESSONS FROM BRANDLESS
EXPERIENCE
Tailoring shopping experience to specific lifestyle choices
BRANDING
Connecting the brand to the community rather than a product
Emphasis on messaging as compared to product design
WEBSITE USER EXPERIENCE
NAVIGATING THE WEBSITE
WEBSITE MENU
WEBSITE EMBODIES BRANDLESS-NESS
- Generic labels
- Undifferentiated color scheme
- Seemingly random product grouping
→ Emphasize their holistic brand values rather than individual product identity
WEBSITE EMBODIES BRANDLESS
- Visual experience
- Emphasis on community
- Emphasis on lifestyle rather than product
Lack of transparency about price model
Implication that the product contains no harmful chemicals, but doesn’t address the other complex chemicals listed
Trust and Transparency?
REVIEWS
THE FUTURE OF BRANDLESS
WHY?
No easy buy-in
Skepticism around product offerings
PROBLEM
Not converting community members
to consumers
X
CURRENT PROBLEM
No easy buy in for potential new
consumers/ current content
engagers
Skepticism about products
Yes
Yes
POTENTIAL PATHS
More pop-up shops
Free shipping on 1st order
Sell $10 curated box of favorites
with free shipping
Become more curated
Potential consumers able to experience
the brand
Consumers have trust that one company can make various quality products in different
categories
Current Problem
Will Brandless exist in 10 years? Solution Impact