In the last several years many of us have worked on some fascinating design development assignments for our clients that address two hot issues; packaging material reduction and ease of product access.
We recently worked on a great one for a game company that has the possibility of really revolutionizing how game packaging is manufactured, shipped, displayed, as well as how it is used and stored at home. It would be a big win for everyone, including the consumer. But its adoption will require tough decisions and major changes in the manufacturing and retailing conventions of the game marketers, manufacturers and retailers. It could happen, it should happen . . . we’ll see.
But Amazon has taken hold of these issues and is using them as a clear competitive advantage over traditional retailers. Now to be fair, they start with none of the display and security issues of traditional retailers, nonetheless they seem to be taking the lead with what they call “frustration-free packaging”.
It has been a personal initiative of Jeffrey Bezos since announced in November 2008. And consumers appear to be responding. Compared to the traditional versions of the products, frustration-free products have earned on average a 73 percent reduction in negative feedback on the Amazon site.
Procter & Gamble, with brands like Duracell, Bounty and Tide have introduced frustration-free package alternatives that consumers have responded well to.
Amazon is doing a great job of featuring these frustration-free products in a special section of their site. And for more info on the subject, read this piece in the NY times last week.