What happens when we begin to identify consumer ‘pain points’ and turn them into ‘points of infatuation?’
‘Tis the season for gift-giving, and a certain kind of pain that comes along with them. No, not the kind of pain felt in your wallet, but the kind of pain experienced when unwrapping and unpackaging gifts. How many times have you been frustrated by the ridiculously excessive and complicated packaging of products? Online retailer Amazon has identified this as a key consumer pain point and is turning it into a point of infatuation via its Frustration-Free Packaging initiative. Not surprisingly, the initiative has been met with strong, positive customer response.
"Amazon, if I could, I would seriously make out with you right now. Yes, I said it."
"The old frustration full packaging took scissors and blood and sweat to open. The new way is perfect! Pull cardboard tab, open envelope, memory card in hand."
Learn how to turn consumer pain points into points of infatuation in my book Slingshot: Re-Imagine Your Business, Re-Imagine Your Life.