The customer expects a certain service and Rituals considers it its task to give more and more than expected. In principle, it's never enough and that's why it's important to keep evolving, to keep reinventing yourself. Not only because the customer expects it, but also to stay ahead of the competition. Questions from customers need to be answered in full knowledge of the facts. On top of that, employees have to give advice so that the customer is fully informed about the product.

When purchasing the products, the staff will also give you a tip. For example with the fragrance sticks: when the smell is gone, you can cut the sticks into pieces and put them in the vacuum cleaner bag and in this way you can get more benefit from the product by dealing with it in a different way.

The purchases are given in sturdy cardboard bags that are also sprayed with a nice Rituals fragrance, this way customers take the feeling out of the shop before using the products at home. Fragrance bracelets have also been used, whereby the chosen fragrance is sprayed on the bracelet to stay in the atmosphere of Rituals for a while while when stepping outside.

When the weather permits and there are a lot of people in the shop, a mobile water island is brought outside to help and advise people on the street.

Once the CRM system is operational, it is also the intention to continue the experience and to send the customer a message after the purchase with, for example, an inspiration video about the purchased products.

By experience Rituals also means contributing to a better world and to general well-being. The baby line is called 'Tiny Rituals' and is linked to the charity 'Tiny Miracles Foundation' (India). 10% of Tiny Rituals' income goes to this charity. The products of Tiny Rituals can also be sent very compact, and are delivered with a large envelope/slim packing box in such a way that you can send the gift to the (future) parents.

And what should Rituals' shops radiate? Rituals' shops should be a resting place in the city, where everything slows down for a moment. We aim for a homely atmosphere where everyone can take the time to test and ask for advice. We want to radiate a Zen feeling.

If you could translate this into character traits, you could say that this is a bit like the way the staff is recruited: open atmosphere, personal approach, intrinsically service-oriented (and not just because it should be), friendly, well-groomed appearance etc.

Most customers or potential customers really do make conscious purchases in one of the shops because they want to experience the total experience. Repeat purchases can easily be made via the website, but the power of Rituals lies precisely in the in-store concept and the attention and pampering that the shops have to offer.

Offline can no longer do without online to tell a full story and to be able to serve the customer fulltime. The experience of the shop continues through the stories on the website and the meditation app. On different levels and in different ways the customer is stimulated and immersed in the world of Rituals.

Rituals also thinks about how to approach the customer with the communication: Always trying to be personal; appealing in the communication with "you" instead of "you" in order not to create a distance and this is also continued in the shop: there is no counter, only a cash register. The staff gives your purchases personally and comes from behind the cash register. All products can be touched and tried, there is nothing behind glass so that as few thresholds as possible are formed.

The staff also receive training to deal with the customer in the Rituals way: the so-called selling ceremony. The staff always explains to the customer what the product consists of, how it works and what it does, the advantages of the products are also explained. They are trained to create an in-store environment that gives customers a desire to come back.