Electronic Retailer - July 2011 - 25

Currently, 50 percent of the company’s U.S. direct-to-consumer sales revenue comes from retail, while the other 50 percent is derived from DRTV/ home shopping sales. To date, the products appear on home shopping channels around the globe including QVC UK, QVC Germany and QVC Japan. Says Dr. Rafaeli, “In every market we operate in, if there is a home shopping network, we are on that network.” Radiancy complements its television campaigns with strong online marketing efforts and a robust print advertising strategy. From a public relations standpoint, no!no! has earned press in several high-profile fitness and beauty publications like Self, Seventeen and Glamour.

response is the fact that it doesn’t employ an upsell or continuity strategy. According to Dr. Rafaeli, they aren’t looking to gain repeat customers because the products are designed to deliver on its promise from the get-go. “We have one-time customers because once the product removes your hair or once your pimples are gone, we don’t sell you anything else,” he says. Thus,

if you do it right the first time, you’ll achieve the desired results. Of course, the exception to the rule is a repeat customer looking to purchase the products as gifts. “We’ve built a very strong customer service operation,” he continues. “We explain to customers if they have questions, they can call us on the phone, reach out via email or connect through

Exceptional Customer Service
What makes no!no! so attractive to consumers all over the world? Dr. Rafaeli attributes part of that popularity to the company’s complete confidence in its products, which compelled Radiancy to offer customers a Triple Guarantee. If within 60 days, you’re not absolutely satisfied, you can return the product, “we’ll refund the purchase price and the shipping and handling, and we’ll even pay to ship it back to us,” Dr. Rafaeli explains, “no questions asked.” He adds that Radiancy has employed that approach with nearly all of its retailers. “At the end of day, if we can’t convince the consumer that what we do works, it’s simple and the value is right, then we don’t deserve to exist. And evidently, we are very successful at doing just that.” The company even applies that same risk-free guarantee to its capital equipment business, where the financial investment runs in the thousands. Radiancy tells physicians and clinical professionals to use the machines on their own clients and if they’re not completely satisfied or if the equipment fails to bring them business, then simply return if for a refund. One unique aspect of the company’s customer service model for direct
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July 2011 | electronicRETAILER

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Electronic Retailer - July 2011

Table of Contents for the Digital Edition of Electronic Retailer - July 2011
