Hall of Shame #10: The Story He’s Telling

Side view of inappropriately-used USPS Priority Mailer

So I’ve been psychoanalyzing our packaging choices, and what they say about us and our brand to the customer.  If you’ve read Inconvenient Truth: When a (Visual) Story > 1000 Words, you’re probably already in agreement that this package (see photo) has a very sad story to tell, and whatever message this Amazon reseller was trying to send me — customer loyalty, trust, good judgment — just got flushed down the toilet because of a poor packaging choice.

This vendor is taking the chance that a) this package will arrive alive and b) that I’ll be too lazy to return or complain about it if it doesn’t.  The only thing this company has going for it is that I can’t remember its name since the package has no discernible brand marking on it… All I see is USPS (which has enough baggage as it is).

Everything your customer receives from you tells a story, whether you like it or not.  Don’t let your mailroom or your fulfillment company determine whether or not it’s a good one.

-Sari McConnell at smcconnell@conformer.com

About Sari McConnell

Sari oversees strategic partnership opportunities and heads up Conformer’s San Francisco office. Sari was formerly the managing director of a venture-backed music and multimedia agency in San Francisco and New York. She began her career in brand management at Hallmark Cards, Clorox, and LeapFrog. Sari is an appointed member of the Bay Area Regional Council of Northwestern University and is an active volunteer at her children’s schools. She received her MBA from the Kellogg School of Management and her B.A. from Northwestern University as well.
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One Response to Hall of Shame #10: The Story He’s Telling

  1. Pingback: Hall of Shame #10 Part 1: The Story You’re Telling | Conformer Products' Blog

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