Our HiSmile Customer Journey

GM,

This is 'Add To Cart', the weekly newsletter where e-commerce operators review direct to consumer brands they buy from Instagram ads.

We write this newsletter for two types of people:

1. you run or work for a brand (like us)

2. you buy products on insta (also like us)

You’ll also benefit from our analysis of the buying experience, without having to do the buying yourself.

We cover performance across 4 categories: 1.Marketing (the ad that made us stop scrolling IG + website), 2. Delivery/Presentation 3. Communication 4. Product Review.

This week, we bought....

Founded in 2014 by Austrilian born Alex Tomic and Nikola Mirkovic - hsimile has become a large e-commerce player doing over $96 in 2022 (according to 'Business news Australia').

HiSmile even boasts a page on the official 'instagram ads' website - documenting their successful collaboration with influencers such as Connor mcgreggor. They have also been collaborating with the Kardashians/Jenners since 2016 (kylie jenner) and more recently with the major launch of their new toothpaste with Kim Kardashain herself in 2022 (see below).

And their reality star relationships are just the tip of the HiSmile influencer iceberg. HiSmile have worked with hundreds of personalities including those considered expert within their niche - dental. See youtube Periodontal specific channel 'Joseph r nemeth DDS & Associates' (see below with 161,000+ views!)

So how did HiSmile perform with our purchase? Let's begin...

Advert

Platform of advert: Instagram

HOOK

• kinda gross

• very clearly shows difference between yellow and white

.....it worked, we’re hooked.

......good job hismile, you got us to click through to your website.

Website (landing page + checkout)

We land on the product page for the ‘Fast Whitening Bundle’.

Let’s outline a few things we noticed, both the positives and negatives we experienced throughout our checkout process.

Delivery - see below

Well within the projected time frame - top marks.

Presentation - see below

We didn’t experience delays with our order, and all of the info we needed was pretty self-explanatory.

However, as part of our review, we wanted to get a pulse on the HiSmile customer service email so we sent in a question on 23rd December - the week we received our order (see below).

Still no reply, we followed up (17th Jan). Still nothing (15th Feb) ...

Their email flow from purchase however, was slick and enabled me to understand the product I had bought very quickly as well as understand status of my order as it progressed to delivery. See the process below.

TIMELINE

Of course, because we bought the ‘whitener bundle’ we have two products to review - the v34 colour corrector and the pap+ teeth whitening pen.

Positives:

• Pleasant cusotmer brand experience from advert through website to receiving product

• no hold ups/delays

• good email flow to help me understand order status

• Product delivered some benefits

Negatives:

• No response to email to help centre (initially I thought might be Christmas delays - but they also ignored our follow up)

• No frills delivery unboxing (non-branded envelope containing package)

• Shipping cost of £4.99 for 2/4 days

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