Episode #22 – Category Spotlight: Online Retail
Jack and I continue to look at different industries. Again we focus on the wonderful world of retail. Click and mortar this time around. How do online retailers ‘stand out in the sea of sameness’?
Here is a rundown of the examples we discuss:
– Amazon: Frustration Free Packaging. Just say no to clamshells, twist ties and large packing boxes.
– Zappos: Free shipping upgrades and recommending up to 3 competitors.
– Blue Ridge Soap Shed: Eliminating confusion when throwing in that little something extra.
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Today’s Lagniappe (a little something extra) – We introduced a concept in the podcast that amazon.com has pioneered. It’s called ‘frustration free packaging’. It aims to cure ‘wrap rage’.
A 2009 study conducted by the Institute for Good Medicine found that 17 percent of adults over the age of 21 were either injured at least once or know of someone who was injured while opening a holiday or birthday gift.
Enter amazon with ‘frustration free packaging’. It is such a stellar concept that I consider it a triple threat:
1. Saves time and hassle – no more struggling with scissors and wire ties
2. Saves the environment – radically reduces the amount of plastic, paper and printing dies
3. Puts a smile immediately on your face of your child – no delayed gratification. Open and play away.
Here is a quick YouTube video that brings the concept to life:
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
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