@samantha

Since my shipping capabilities are not enormous, I usually ship M-W (3 days) a week. I recognize that customers want fast dispatch, and occasionally a customer will order one on of the days I'm not shipping. I spoke to this one data scientist that worked on the shipping team at Amazon. Amazon actually has the capabilities to do one day delivery for a majority of orders, but the reason they keep it at 2 is because they find that folks actually get 2 dopamine hits. One when they order, and then another when it's dispatched 2 days apart. The second dopamine hit brings a % of them back to Amazon to buy more a second time when their order is dispatched. If Amazon did 1 day delivery for everyone, then they would lose those day 2 customers purchasing. I tried to take in this principle at Humankind (because I can't actually ship everyday), so I send a personalized email with a behind the scenes photo of my manufacturing facility in Toronto, usually with those customers' candles in the photo. I take a picture of all my batches anyways for QA. It's a plain text email with an image attached and I explicitly let them know it's not automated. I purposely leave 1 typo/use poor grammar so it doesn't feel AI generated too. Really lovely to get responses like this from customers who haven't even received the product yet. Helps me turn delay -> delight. Takes less than 5 minutes for me to write it and helps to differentiate me from other ecomm cos.

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