Monthly subscription boxes continue to be a household go-to, so making a business stand out is a challenge. Beauty product company BirchBox brilliantly realized that its sustainability as a business depended on placing the Orchestration of the customer Experience in the most savvy hands – those of its customers. Birchbox launched as a transformational company giving consumers the beauty counter-sampling Experience, curated and shipped to their homes each month. Because they are a mostly digital interface, BirchBox knew that in order to avoid fading into a saturated market, they needed to stay relevant, and what better way to do that than to put the power into the hands of the consumer? Using customer input, they are able to tailor the Experience to the customer’s beauty preferences and then offer products that the customer might not have found themselves. By Orchestrating and personalizing the Experience, BirchBox can delight its customers every time they open a box. Founder Katia Beauchamp shares how she built Birchbox and divulged that she believes “if you’re going to do something discretionary, it’s the retailer’s responsibility to make it really delightful.”