C&B Notes

Thinking Outside The Box

The best, most cost-effective solution is sometimes not the obvious one.

Dutch bicycle manufacturer VanMoof found that it had a problem. As it shipped its products to customers, it found that they were arriving to customers damaged. The company came up with a genius solution: print a graphic of a flatscreen television on the side of the box.

The damage reports were a major problem for the company because the street bikes that it manufactures are at the high-end of the market, and some are loaded down with delicate electronics like anti-theft trackers and electric motors.  Plus, the company had set a goal to sell 90 percent of its bikes online by the end of the decade.

“Your covetable products, your frictionless website, your killer brand —  they all count for nothing when your delivery partner drops the ball,” Bex Rad, VanMoof’s creative director said in a post on Medium.

By making its shippers think that they were transporting flatscreen televisions, the company found instantaneous results: “shipping damage to our bikes dropped by 70-80 percent” said Rad.  As Cycling Weekly pointed out, nobody wants to damage a new television, and few people equate an expensive bike with electronics.

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