When a brand truly knows its customer, it shows — not in big campaigns, but in the small, thoughtful moments that connect purpose to experience. In a world of endless choice and relentless promotion, Rituals is a masterclass in what happens when brand values guide everything you do.
Seeing through a customer-centric lens
Regardless of whether I’m officially at work or not, I can’t help it — I see everything through a customer-centric lens. It’s how I’m wired.
Every journey, every interaction, every store visit turns into a mental case study of how well a brand really knows its customer — and whether it lives its values.
One brand that nailed this recently? Rituals.
A calm in the chaos
You’ve probably seen Rituals stores in airports. I certainly have. I’d walked past plenty over the years — bag in tow, brain already on the flight ahead.
But on a recent stopover in Amsterdam Airport, I had a little time to wander. The scent of essential oils and a subtle mention of nameste caught my attention (if you know you know). The store was calm, restorative, mindful — everything the airport wasn’t.
I bought two small items: a lip balm and a night balm. But the purchase wasn’t what stayed with me — the experience was.
The team were warm, helpful, and unhurried. I was offered an email receipt and a spot in their loyalty scheme. Within minutes, an email landed in my inbox:
“We’d love to get to know you better.”
Three short questions later, I’d helped them tailor my experience. No friction. No overwhelm. Just clarity.
Then came the app. And here’s where it got clever.
It wasn’t a sales push. It was a reflection of their brand values — mindfulness, wellbeing, calm. It offered meditations, yoga, and practical guides on slowing down and being present. The content wasn’t transactional; it was transformational.
As someone who’s spent two decades teaching customer-centricity, I had to smile. This is what it looks like when a brand gets it right – and critically – for their target audience!
When values become experience
Rituals’ brand promise is simple:
“Transform everyday routines into more meaningful rituals.”
And they live it — everywhere.
- Sensory design: The store’s scent, sound, and space embody calm from the moment you walk in.
- Tone of voice: Their communications feel human and grounded — never pushy or sales-driven.
- Loyalty scheme: It rewards connection, not consumption.
- Content: Their app gives mindfulness, not marketing.
- Consistency: Every touchpoint, from store to screen, tells the same story.
This isn’t an accident. It’s the outcome of a business designed around customer emotion, not internal convenience.
A few facts worth knowing
To put Rituals’ impact into perspective:
- They’ve grown to more than 1,000 stores across 33 countries, with 2,500 additional points of sale.
- They’ve launched “Mind Oasis” spas in airports — complete with guided meditation, sound therapy, and light treatment pods.
- They’re putting purpose at the centre of profit, pledging 10% of net profits to social and environmental causes.
- Their “My Rituals” loyalty programme focuses on surprise, delight, and inspiration rather than endless discounting.
That’s a brand walking its talk.
The race to the bottom
Too many brands still compete on price.
Flash sales. Endless promotions. “Buy one, get one free.”
It’s a quick sugar hit that trains your customers to wait for the next deal. It devalues your product. It devalues your purpose. And eventually, it devalues your brand to the point it no longer exists.
Rituals don’t play that game. They don’t chase the sale. They earn it — through relevance, consistency, and trust.
The uncomfortable truth
Most brands believe they’re customer-centric. But scratch beneath the surface, and their systems still serve the business, not the customer.
They say “we’re personalising,” but really they’re just automating.
They say “we’re omnichannel,” but their channels compete, not connect.
They say “we care,” but their emails scream discounts.
Customer-centricity isn’t a slogan. It’s a design principle.
What we can learn from Rituals
Here’s a simple framework any brand can use:
1. Define your core values.
What do you stand for beyond product? Identify the emotional space you want to own.
2. Design for emotion, not just efficiency.
Every touchpoint should make customers feel something that aligns with your purpose.
3. Simplify personalisation.
You don’t need mountains of data. A few thoughtful questions can unlock huge relevance.
4. Create content that adds value.
Educate. Inspire. Entertain. Give customers reasons to engage that aren’t just about purchase.
5. Connect operations to values.
Purpose means nothing if it’s not reflected in supply chain, partnerships, or profit use.
6. Build rituals, not routines.
Embed small, repeatable experiences that become part of your customer’s lifestyle.
7. Stop interrupting. Start inviting.
Push when it’s meaningful. Let relevance replace repetition.
What this means for your brand
If you want to build loyalty and resilience in a competitive market:
- Start inside-out. Know who you are before you shout about it.
- Be consistent. Every channel, every campaign, every tone of voice must connect.
- Value depth over reach. A thousand engaged believers beat ten thousand indifferent buyers.
- Align incentives. Reward advocacy and engagement, not just spend.
- Walk your talk. Don’t just tell your values — live them in every decision.
When your customer feels your purpose, they don’t just stay. They stay loyal.
Questions to reflect on
- Do your customers actually feel your brand values, or just read about them on your website?
- Which part of your customer journey feels least “you”?
- If your marketing stopped tomorrow, would customers still believe in your mission?
- What are the everyday rituals you could help your customers create?
Final thought
Customer experience doesn’t have to be complicated. It has to be intentional.
Brands like Rituals, Patagonia, and Neal’s Yard remind us that authenticity beats automation, and empathy beats efficiency.
When your values become experience, you stop competing on price.
You start competing on meaning.
And that’s a game worth playing.
Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world. Find this blog useful? Sign up to our email newsletter (bottom of this page) where you can receive articles like this and other insights (not publicly published), and you can also follow us on LinkedIn.