Hall of Shame #4: Thanks for the Mess

My wife recently purchased hair products from a manufacturer called Deva Concepts.  She purchased the product online from a beauty supplier and told me to expect the package at my office.  I was surprised when the package arrived a few days later.  It was huge.

Box cropped

Note: The shipper taped two medium-sized cartons to create a single package. Slick.

product cropped

Fancy hair product inside the big box.

Contents :

1 – Bottle of shampoo
1 – Bottle of conditioner
2 – Packages of travel-sized hair supplies

But what really surprised me was the volume of wasteful packaging used to protect the shampoo and conditioner.

Mess cropped

Is this a joke?

Packaging :
2 – 4” x 14” x 10” cartons
3 – Large UPS bubble packages provided by UPS for overnight shipping
10 – Void-fill airbags
½ a roll of packing tape

While the hair products arrived undamaged, the branding effort scores a zero.  Nice work maintaining a luxury brand image.

And the kicker – there was not a shred of marketing material inside this heap to encourage a re-order.  No coupon, no free sample, no catalog, nothing.  The only evidence of the supplier was its logo and address on the invoice.

Here are some ideas to preserve the luxury brand image and promote re-orders :

  • Don’t use the “free” bubble mailers provided by UPS as package filler.
  • Branded packing tape – simple, but effective.
  • Discount coupon for a customer’s next order.  Everyone wants to save money, and loyal customers are less price driven.
  • Include samples of new products.  Customers love free samples.
  • Promote related product sales with samples or coupons.  In this case, include hair styling samples along with a shampoo order.

by Bob Makofsky bmakofsky@conformerinc.com

Advertisements

One response to “Hall of Shame #4: Thanks for the Mess

  1. Very nice case study. Your comments are thoughtful and informative. Good job.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s