Mr. Porter does not mess around when it comes to welcoming first-time buyers.
It all seems a bit excessive (though the complimentary pocket square was a nice touch), but they deserve credit for thinking through the customer experience all the way to opening the package.
I am literally studying about this right now. It’s called loyalty segmentation and retention. It’s a marketing strategy based on retaining customers by displaying your commitment to their patronage. Mr. Porter wants to bring you back again, by showing you that they care about your satisfaction.
It is pretty cool that they give you a pocket square.