Dollar Shave Club upgrades enterprise infrastructure

Dan Berthiaume
Senior Editor, Technology
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Dollar Shave Club
Dollar Shave Club is transforming its enterprise.

The digitally native, direct-to-consumer (DTC) razor delivery subscription service known for its irreverent brand positioning and viral YouTube videos is launching a new tech stack. 

Dollar Shave Club’s enterprise transformation includes completing an adoption of the Ordergroove subscription management platform in partnership with Shopify Plus. The retailer originally announced this implementation in December 2022.

In addition, Dollar Shave Club is rolling out Klaviyo marketing automation software and Gorgias customer support technology, as well as shifting to the Shopify e-commerce platform. 

The Klaviyo solution will enable Dollar Shave Club to use data from across its tech stack to develop and send personalized emails at scale. The retailer also has access to Klaviyo’s AI capabilities, predictive analytics, and benchmark reporting.

Leveraging Gorgias technology, the retailer intends to provide a seamless support experience across different channels like live chat, social media, and email. Dollar Shave Club can now see all customer conversations and order history in one place, so agents have full subscriber context they can use to better support customer needs. The retailer can now automate responses for more than 30% of inquiries and offer self-service resources, helping to avoid overloading internal support agents.

Shopify Plus design and development agency partner Iamota supported the company’s transition from a customized tech stack to a Shopify Plus-centric one in collaboration with Dollar Shave Club, Ordergroove, Gorgias, and Klaviyo. According to the retailer, it was able to successfully migrate its seven-figure subscriber base over the course of three days, with a 99.99% success rate and no downtime.

“At Dollar Shave Club, our first priority is to deliver an exceptional experience for our customers,” said Ranil Wiratunga, chief digital officer & global GM of DTC at Dollar Shave Club. “As we progressed, we wanted to scale our business and remain nimble without sacrificing the level of service and product efficacy we’re known for, which we wouldn’t be able to achieve without migrating our tech stack. This transformation allows our teams to focus on improving Dollar Shave Club members' experience at an omnichannel level and look to the future with bigger innovations. These partnerships are the driving force executing our company’s vision.”

“Dollar Shave Club is the undisputed leader in subscriptions,” said Greg Alvo, CEO of Ordergroove. “They burst onto the scene more than a decade ago and set the standard for what it means to be a subscription-first brand. We’re honored that Dollar Shave Club has put their trust in Ordergroove to create a flexible and scalable subscriber experience that not only delights customers but is easier and more cost effective to maintain.”

Founded in 2011 as a DTC startup, Dollar Shave Club was purchased by Unilever in 2016.