When it comes to shipping things, bikes make for an interesting challenge. Their irregular shape, fixed construction, and damage risks from rough handling require more than just protective wrapping or packing peanuts.
VanMoofs, a popular bike manufacturer from the Netherlands, realized the need for a better shipping solution after they began sending bikes to customers in the United States. Despite their best efforts, most of the bikes reached customers damaged. Not only did this disappoint and frustrate the people who had been looking forward to a new bike; it also cost VanMoof money because they had to refund, return, or repair bikes that weren’t being delivered in optimal condition.
Why weren’t bikes being handled well during delivery? It turns out that shippers and delivery men didn’t put as much thought into protecting a bike as they did something more fragile. Namely, VanMoofs noted that television boxes were often treated with a high level of care during shipment, so they got creative. The VanMoof Bike Box now looks to a passerby like a flat screen TV, except for the bicycle design smartly inserted onto the screen printed on the box.
Shipping bikes in TV boxes gave VanMoofs a unique solution that protected their bottom line and brand reputation. More importantly, it boosted customer satisfaction and ensured that buyers were receiving the bikes they paid for in perfect condition.
The innovation behind VanMoof’s packaging strategy provides a valuable lesson for other manufacturers and merchants. Thinking outside-the-box is great for coming up with new ideas, but sometimes, you really need to think about the box to give your customers a great experience.
A Closer Look at the VanMoof Bike Box
The idea to start packing bikes in TV boxes allowed VanMoof to reduce damages by 70-80%. They began printing TVs on boxes, and though they never intended to generate attention for it, the buzz got around fast. It was an ingenious idea that got other brands thinking how they could reinvent the wheel with their packaging.
In fact, the success of VanMoof’s idea received coverage in major publications like CNN and Business Insider. With VanMoof selling 80% of its bikes online, the need to innovate wasn’t just beneficial — it was critical to their success and reputation. Because they wanted to continue delivering exceptional service worldwide, they knew they needed a packaging solution that wouldn’t just be a bigger “fragile” label, since carriers had already proven that they still handled bikes too roughly with the denotation.
Instead, the concept of printing a TV with a bicycle cleverly positioned on the screen for integrated marketing made VanMoof a huge hit with their customers and online. Suddenly, the Dutch bike shop was being featured throughout the United States thanks to its design.
What’s important to note is that VanMoof didn’t intentionally deceive anyone. They didn’t place bikes in old TV boxes to dupe carriers into being more cautious with the packages. Every box clearly states what is inside. However, given that most people were likely to just see the giant TV on the box and treat it as an electronic, VanMoof was able to reap the benefits of gentler handling.
The only downside? Press coverage might pull the veil off their brilliant packaging illusion. Because so many people have become aware of their idea, the founders worry more companies may start copying the behavior. And as a result, couriers will catch on and eventually take less caution for items they know aren’t electronics.
For now, though, VanMoof has been riding easy thanks to their willingness to innovate for the sake of their customers. Their story serves as inspiration for other companies that may be struggling with damaged goods and a high return rate. What can be done to correct the issue without dramatically increasing operational costs?
Tips for Improving Packaging to Reduce Damages
The most important thing any brand can do for their customers — besides offer a great product — is package every order with care. Attention to detail goes a long way. A 2022 survey by Macfarlane Packaging reveals that personalized packaging can increase customer loyalty by up to 40%, and 61% of customers are more excited by the arrival of a branded package.
So, to keep their expectations met, brands need to be mindful of how their products are being packed. It’s not just about the branding — you also have to ensure the material can withstand the rigorous process of being shipped, scanned, loaded, and transported through the supply chain.
Here are some tips to help you improve your packaging and reduce damaged goods:
Use quality materials. Though cheaper options might be more cost-effective, you don’t want to swap customer satisfaction for savings. Instead, look for a happy balance that gives you the peace of mind high-quality packaging provides without costing an exorbitant amount.
Layer and cushion. Layering and cushioning products with air pillows, packaging peanuts, foam, or even recyclable crumbled paper can make a big difference in delivery and soften the impact of any rough handling.
Use labels wisely. Clearly label products that are fragile with a noticeable label.
Ensure a tight seal. Use strong packing tape to reinforce edges and seams to prevent accidental openings. Tape across and down the package to form a letter H, which gives an extra layer of protection against the box being torn open.
Conduct tests. Put your packaging idea through simulated falls, throws, and heavy weight to simulate real-world conditions and make adjustments as needed. Be sure to check inside the box and assess the products inside after every test.
Conclusion
VanMoof’s TV bike box idea demonstrated that innovation doesn’t stop with product design. As businesses consider new ways to enhance the customer experience and protect their bottom line, they can explore unique packaging solutions that reduce damages in transit and ensure customers receive their order in pristine condition.