Ed Lawson, Head of Content at The Retail Hive, spoke to Rachel Mercer of Benefit about defining joy on customers’ terms, why team happiness shows up in the work, and how to make digital feel personal.
Rachel Mercer
‘Joy’ is having a cultural moment. How do you define it at Benefit?
For us, joy is tangible. Discounts fade from memory, but the way a brand makes you feel stays with you. Our language has always been playful and positive. ‘Laughter is the best cosmetic’ isn’t a slogan, it is how we show up.
Where does that start internally?
With our teams. If your people feel joy, it comes through in the messaging and the service. Listening is key. Ask customers what would actually help, prioritise a few things, and get those right first.
Small touches in tone and timing do more than gimmicks.”
How does that translate into loyalty?
We wanted the app and communications to feel like hearts jumping out of the screen, but it is not about shouting policies. It is about living them, so customers feel the difference. Convenience is part of joy too. A frictionless experience saves someone ten minutes of their day. That matters.
Can digital feel human?
It can, but it is easy to get wrong. People remember how you speak to them. Small touches in tone and timing do more than gimmicks. If you rely on tricks that never reward anyone, that erodes trust. Keep the human element front and centre.
