LyrArc Article Gist
Online sales of razors are growing rapidly, having doubled to $263 million in the 12 months through May 2015, according to Slice Intelligence. This is about 8% of the market of $3 billion. P&G Gillette division is responding by offering better prices online to compete with competitors such as Dollar Shave Club. Dollar Shave Club has about 2 million customers paying about $1 to $9 every 2 months for blades. Gillette's claim is that its Fusion ProGlide blades cost $5 a month, based on changing cartridges only once a month for 3-4 shaves per week. Gillette dominates retail sales because of its relationships with retailers, its displays inside stores, and its packaging. The online competition changes the way blades are sold, bringing better prices to customers used to paying high prices for baldes sold with "new and improved" labels.
Online sales of razors are growing rapidly, having doubled to $263 million in the 12 months through May 2015, according to Slice Intelligence. This is about 8% of the market of $3 billion. P&G Gillette division is responding by offering better prices online to compete with competitors such as Dollar Shave Club. Dollar Shave Club has about 2 million customers paying about $1 to $9 every 2 months for blades. Gillette's claim is that its Fusion ProGlide blades cost $5 a month, based on changing cartridges only once a month for 3-4 shaves per week. Gillette dominates retail sales because of its relationships with retailers, its displays inside stores, and its packaging. The online competition changes the way blades are sold, bringing better prices to customers used to paying high prices for baldes sold with "new and improved" labels.
