Cool milk on the go.
The milk bottles above is a simple example of identifying a new area of usage and target group behaviour with a repackaging as a result – without reinventing the wheel. Other ways and examples are:
1. Clustering of products and services into new offerings – Modernash IKEA service
2. New sales channels and customised offerings for – Dominos Pizza Builder
3. Develop new features – Virgin Atlantic Upper Class
4. New segmentation of target group – Penguin Books Dating
5. Develop accessories – Monocle Shop co-developed luggage
6. Knowledge services – Apple Store Genius Bar
7. Providing extra information – Dominos Pizza Tracker
8. Adding to the assumed lifetime – Filippa K second-hand store
9. Improving customers’ skills – Nikon School
10. Setting up extra or better contacts – Comme des Carçons Pocket Shops
11. Friendly delivery systems – Insinger private bank Shoebox
The important thing about innovation planning is to improve customer value rather than persuasion. Positive side-effects include full accountability (results on sales rather than ad effectiveness) and inherent PR value if done correctly.
No comments so far