In last few posts we have learnt the basics of category management. I wanted to build a how to guide rather than taking a theoretical approach because I have seen most of the struggles happens in applying the concept. This new year, we have going to learn an interesting concept in Japan in retail.
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Few years back, one of my ex-colleagues told me about this e-commerce website (clothing) where you will get one surprise gift with the order. For example, if you order a dress, you will get one matching accessories that goes with it. She liked the idea of surprise. And she never get disappointed with what she got. Also, this means that she need not to worry about what goes with what. (Forgetting the name of the company, so would really appreciate if you know something like that)
This new year I came across another interesting Japanese concept called Fukubukuro besides one of my favorite - Ikigai. (What is Ikigai?)
So every new year, in this Japanese custom, Merchants make grab bags with random items and sell it to the customers on discount (~50% or more). Customers don’t know what they are buying so it comes as a surprise at the beginning of the new year.
Image source : Google image
It does two things for the store :
They can quickly get rid of old inventory so that they can start fresh with new assortment on new year
It is a good promotional event overall both for brands and retailers.
There are many brands who promote their product with this concept:
Sephora
Sephora’s new mystery bag caused a stir online after an eagle-eyed shopper, who goes by @whitepolkydots on Instagram, posted a photo on the platform of the kits she discovered at a Sephora store in Germany. The three different bags — a “mystery eyeliner kit,” “mystery lip kit” and “mystery cheek kit” — each costing $16, contained two known products, one surprise item and a collectable pin. According to a source close to the company, the decision to focus on products like eyeliner and lipsticks were because they were “booming categories.”
Read more here: https://www.businessoffashion.com/articles/beauty/why-makeup-brands-are-selling-mystery-bags
Starbucks
the lucky bags from Starbucks have become so popular that in recent years they’ve been made available only through lottery applications, making them some of the most hard-to-get fukubukuro in the country.
Read more here : https://soranews24.com/2020/01/03/starbucks-japan-lucky-bag-is-the-most-hard-to-get-fukubukuro-of-the-new-year/
This concept can also be applied by food delivery companies for special occasions like birthday, Valentine day, Holi etc. where consumers would be happy to get something surprise on their favorite day. (Previous order data can help to maximize customer surprise happiness).
Surprise works wonderfully as a marketing tool. One of the HBR articles lay down why surprise works:
Surprise is addictive.
Surprise changes behavior.
Surprise is cheap.
Surprise turbocharges emotions.
Surprise fuels passionate relationships.
Surprise gifts is a good way to ignite your relationships with your customers. In my opinion, surprises boxes are like treasure hunt. It’s a puzzle that tease you, and let you wonder what it is going to be.
Would love to hear your experiences with such mystery gifts or purchases. Tell me what you got this year, Leave a comment :)
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