"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]
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IN PACKAGING, WE TRUST: DESIGNING THE CUSTOMER EXPERIENCE, Aihui Ong, Founder & CEO, Love With Food
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"Designing the Customer Experience," Love With Food >> Aihui Ong [COMMERCISM 2014]
- 1. ! ! ! Designing The! Customer Experience! ! Aihui Ong (i-we)! Founder & CEO!
- 2. What Is Love With Food HELP CONSUMERS DISCOVER ORGANIC OR ALL-NATURAL SNACKS
- 3. Brands We Work With Non-GMO Gourmet Popcorn Seattle, WA Non-GMO Coconut Chips San Francisco, CA Goat’s Milk Caramel Brookfield, VT All-Natural Salsa Albuquerque, NM
- 4. Love With Food Acquired Walmart Customers
- 5. ! ! KEY FOCUS! Customer Experience! ! customer experience != ui/ux! !
- 6. We Deliver EMOTIONAL COMMERCE
- 7. How To Deliver a Good Surprise via Snail Mail? 1 Deliver the PROMISE 2 Packaging 3 Keep it Fun 4 Products Arrive in Good Condition 5 Above & Beyond Customer Service 6 Eat Your Own Dog Food
- 8. Deliver Your Promise • Organic! • All-Natural! • Unique! • No Artificial Crap X! So, what is! YOUR PROMISE?
- 9. Packaging 1st Box! white box! with sticker! ! $0.60/box 3rd Box! red outside! red inside! ! 40% increase! in price 2nd Box! red outside! nothing printed inside! ! $0.33/box
- 10. Deliver Your Promise. Packaging • Write message that speaks to your target audience! ! • Give a PAT on the back. Make people SMILE :)! ! • More than 250,000 meals DONATED
- 11. Keep it Fun. Different Theme Hot Cocoa Marshmallow! Beverage Topper
- 12. Keep it Fun. Celebrity Partnerships Andrew Zimmern! of Bizarre Foods Chef Ming Tsai Chef Ryan Scott! & PopChips
- 13. How To Keep It Fun? Pre-plan Editorial Calendar 12 MONTHS ahead 3 Prank Your Customers LoveWithWeed.com Cards Against Humanity! RAISED PRICES on BlackFriday Include a Surprise Gift2 1
- 14. Products Arrive in Good Condition A The HOT Summer Heat Test Test for EXPLOSION! Caused by! Heat Moldy Box
- 15. Products Arrive in Good Condition B The VIOLENT Test. Throw Box Against the Wall Which snack! SURVIVED?
- 16. Optimal! Position Repeat VIOLENT Test Till All Snacks Survive
- 17. Products Arrive in Good Condition C Game of Tetris. Box MUST CLOSE! Rosemary Shortbread Cookies (very fragile)! Buffered by Chips (left) and Popcorn (right) Place Chips on TOP of Cookies to ! prevent any cookie movement
- 18. Products Arrive in Good Condition D Steps-By-Steps Packing Instructions for Fulfillment Staff Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11
- 19. How to Pick The Right Fulfillment Partner 1st Time we OUTSOURCED! we FAILED :( What Did We Learn?! • Strict SLA! • Partners need to have good relationship with carriers! • Great QA team
- 20. Above and Beyond Customer Service Tracking number says delivered. But NO BOX The squirrel STOLE my box I didn’t get my box cos I gave you the wrong address We always RESHIP a box.! No questions asked.
- 21. Customer Service Tools For Phone Ticketing System Zopim Online Chat Additional Tools! Built by Tech Team
- 22. Eat Your Own Dog Food Everyone at Love With Food MUST! ! • sign up for a subscription (free employee perk)! ! • get the box in the mail every month! ! • feel the same pain/joy of our customers! ! • great way to QA our fulfillment partner
- 23. More Than 25,000 YouTube Videos
- 24. ! THE END ! Aihui Ong (i-we)! aong@lovewithfood.com