Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Lenore Godin's son | Main | Why word of mouth doesn't happen »

Packaging for retail

Item 1: My Logitech cordless remote (which I like a lot) came in plastic, non-recyclable packaging that weighed twice as much as the remote itself.* The plastic was so well sealed and so thick that I actually broke a kitchen knife trying to open it. (*this is not hyperbole. I weighed it).

This is expensive, time-consuming and positions the product as extremely ungreen.

This packaging is the result of a paranoid retail buyer (the person who orders in bulk for the store, not the buyer at retail) demanding pilfer-proof packaging combined with a lazy brand manager choosing a lousy solution to the challenge presented by getting it into a retailer. "Make it pilfer-proof or we won't carry it," he says. The brand manager doesn't want to take a risk, so she packages it the way they packaged it when the device cost $1,000. Impregnable.

When you buy it from Amazon, of course, a cardboard sleeve would be sufficient. The manufacturer, though, only wants to have one sku, so Amazon sells the wasteful one as well.

So, why not compromise and shrink wrap it to a cardboard backad? A simple piece of cardboard, 8 x 10, impossible to fit under your jacket, much lighter, easy to recycle, cheaper and easier to ship.

Item 2: Those stickers on digital cameras that say things like "8 megapixels". Why is there a sticker on the camera that you don't even see until you've already purchased it?

Because one out of 100 boxes are opened by the store to put on display. By stickering ALL the cameras, they can be sure to get that sticker on the one that gets in the case... I am just fascinated by this. It seems so clever. The mystery is why the digital photos that they provide to Amazon et. al. don't have the stickers affixed.

Lessons: Package your stuff so that it works at retail. Put stickers on things that are going to get unboxed. Create sample kits. Consider offering a second package to Amazon. Think about cutting down weight and customer angst by making pilfer-proof packaging that is lighter, easier to open and recyclable. You save money and you sell more stuff. Oh, and don't ship stuff with styrofoam peanuts. We can do better.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200e55226081d8833

Listed below are links to weblogs that reference Packaging for retail:

« Lenore Godin's son | Main | Why word of mouth doesn't happen »