Important: Why Do Most People in The World Not Throw Away Boxes of Apple Products?
A masterclass in marketing and branding
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Introduction
Well, India is one of the most unique markets in the world. You may not be aware of this phenomenon, but in India, one of the factors on which the resale value of electronics is determined is if the customer has cared to retain the box which they had received from the brand, at the time of the purchase.
However, you’d be shocked to know that despite retaining the box being a waste across most parts of the world, hardly any Apple customers discard the boxes of their Apple devices.
Let’s understand why this is the case!
The Devil in the Details
Even if you’ve never purchased/ unboxed an Apple device, I hope you’ve at least seen videos on social media about unboxing of Apple devices.
Apple’s design and packaging team have mastered the art of product unboxing.
The process of unboxing the lid of the device takes 5-10 seconds.
These 5-10 seconds are moments of pure dopamine rush for the new consumer who is excited to hold and start using the new purchase.
However, these 5-10 seconds delay is by design.
In marketing, this phenomenon is called “controlled friction”.
The brand is purposely adding a small dose of friction because the packaging geniuses working for Apple have understood the impact of this wait on the minds of the customers and the net result is so powerful, that this experience has now become synonymous with the brand and has been emulated by multiple other brands across the world.
Conclusion
If you’re a business owner, the biggest moat of your business has to be the customer experience that your business/ brand provides to every customer. Are you happy with the experience that your customers get when they do business with your brand? If you think there is some (or a lot of) scope of improvement in the overall experience of your customer’s journey and you’re open to 1:1 consulting , feel free to reach out to me and let’s connect.Your Thoughts!
If you’ve reached till this point of the post, I’m sure you must have some thoughts/ feelings/ opinions about what you’ve just read.
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Tell me how you are processing the information that you’ve just read?
Do you agree with my thoughts?
Do you think I missed something important?
Do you disagree with something in particular?
Let’s continue this conversation (or ask your questions about the post) in the comments below.
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Imagine a consumer who is obsessed with storing white coloured boxes of electronic products. Let this person be seated on a couch with multiple boxes in front of them on a coffee table”