Packaging It Matters

So I bought a new car last week, and after years of not having a functioning cigarette lighter to utilize an adaptor for a mobile phone I’m now ready to buy one. Now there’s some general rules I typically follow to make sure I don’t spend too much on this sort of thing, first of which is don’t ever buy from a branded carrier’s store (pro tip they make money from the accessories), and second the best possible place to buy is typically Radioshack®.

Buying Experience

Radioshack is cheaper one because they sell an incredible assortment of stuff including AA batteries that have high margins, and because they typically run an entire store with only two people during the busiest times of the day. So the advantage is I’m getting a cheap charger, but now the problem is there’s no one there to help me get the right charger.

It’s at this point I discover the genius of “PointMobl™” packaging on the chargers in a bright white iPod like section of the store. I pick up a couple of these weird over-sized plastic canister type containers and flip it over to read up specs on the back. Somehow I missed the “Flip it To Fit it!” messaging on the front, but still managed to do exactly what the designers wanted me to. This was some of the most intuitive packaging I have ever seen, as it left the end of the charger that fits into the phone in a small accessible hole in the back. Yes, I didn’t even need a sales associate as I could plug in the charger and know it fit, so simple so easy, its the low hanging fruit of product accessories which everyone else has ignored.

The Purchase Decision

I only had to pick up two packages until I found the product I knew would work with my phone. At that point I had 100% confidence that I had the appropriate product. Its at this point I was so happy with my ability to select the product, make the decision myself that I never even bothered to see if there was a competitive branded product available as well. I never even bothered to check the price (although its because I assumed correctly a $25-30 price window that I knew to be typical for this type of product. This was one of the more rewarding buying experiences I’ve had, and for something as simple and every day as a device charger.

PointMobl™?

Good thing you TM’d that name its a rock-star. OK, all joking aside I just bought a product with a company that has zero brand credibility; this is something of a miracle given my normal purchasing habits. Not only was this product packaging super effective in my purchase decision it actually built considerable brand equity for me. I’m not even kidding when I say I paid more attention to the packagings’ features than the Power Adapters.

So I’m thinking that these PointMobl folks really know this business, its at that point I then discover its not an accessory company but a branded mobile store that is at the very least partnered (and I’m guessing owned) by Radioshack. I must say I’m a bit confused to see the brand over-extending the branded storefronts but maybe this will make rolling out these stores a bit easier. Would love to be sitting in on their brand strategy sessions.

Conclusion

I like my introduction to PointMobil, I think its smart on Radioshack’s part to make use of a branded experience that better aligns with what customers normally associate with purchasing mobile products. I’m also blown away by the thoughtfulness they’ve injected into their offer, it really helps build credibility in an already crowded space.