Spark illustration

Relatively more attractive toilet paper

Emily CleaverInsight Editor9 Nov 2022

Who Gives a Crap’s celebration edition just dropped. I’ve been waiting for this for weeks. Their special editions sell out fast, and I didn’t want to miss out. It took me about 30 seconds from the email landing to hitting the order button on my basket.

This isn’t a pair of limited-edition trainers, or a cult watch or fashion label. It’s toilet paper.

Who Gives a Crap have managed to leverage the reward-side of their shopping experience to lift the most mundane of products from obscurity and surround it with glamour and kudos.

They’ve reduced CX friction too – their subscription model means you never have to worry about running out again, and its easy to tweak delivery.

But it’s their CX reward that really succeeds in making them stand out. Their standard offer is environmentally friendly bamboo toilet paper (reward tick ✔️) that comes in pretty paper wrappers (reward tick ✔️) with 50% of profits going to fund clean water and toilets in places that need them (reward tick ✔️).

And their special editions, with wrappers featuring bright, cool seasonal or themed illustrations and delivery boxes that you could have on display, push those reward scales even further. They’ve built excitement and community around their brand.

It can be difficult to make your shopping experience relatively more attractive to customers than your competitors by reducing CX friction. You can only bring friction down so far, and other players with deeper pockets can probably reduce it further. But there are more likely to be gaps on the reward-side of the equation that offer opportunities to increase your Relative Attractiveness (RA) and influence customer buying behaviour.

The challenge is knowing what impact tweaking those CX reward variables has on your customers. Does increasing reward motivate customers to abandon your rivals and come to you? That’s where you need a customer analytics metric like Relative Attractiveness and a platform like Uncrowd’s to track those changes for you, telling you what impact the changes you make are having on your retail KPIs.

Uncrowd is on a mission to improve every customer experience on the planet through a unique combination of CX observation, quantitative measurement and comparative results. Our data is objective, empirical, and always shows your next best action.