Letting you behind the scenes with the marketing like we do with the roasting is intimidating because I always experience doubt when making something artistic. I put my heart and soul into my ideas just like you do. I don’t want you to be disappointed. I want you to be wowed. I want you to enjoy the experience. As a consumer, I want to be wowed as well. I want my orders to show up with excitement and energy behind the entire process. So when that’s the standard, it’s a little scary to find out I haven’t met it. Even scarier is to show you how I’m trying to meet the ‘standard of wowness.’
I’m reminded of the scene in the movie “The Intern“ where Anne Hathaway, the owner of a fictional clothing brand, orders clothes from her own company to see how they arrive. When she opens the box, she is not wowed. The paper isn’t folded just so and it appears no great care or thought was given to how the product shows up. She ends up visiting the shipping factory and walking her employees through how to properly fold and package the clothes they’re sending out under her brand name.
This bothers me as well. Once, I spent a lot of money on T-shirts and they showed up in a beat-up Tyvek mailer. No box, no nothing. There was a piece of hot candy and a packing slip inside with the shirts, so I was thankful for that. But the “wow” factor was noticeably absent. I would rather take less profit on a product and add some stickers, a hand-written thank you card and deliver my products in a cool looking box than sent it in pre-printed USPS bags. Maybe that’s not it for you, but do something to stand out and make the delivery special. Make it memorable.
So while Mike is working on roasting excellent beans, I’m working on getting all the other aspects of orders ready. What else should go in with the coffee? Should it be in a bag or a tin? What happens when someone ordered more than one bag? How thick should the cardboard box be? Or should we forgo boxes and throw them into cheap mailing bags? If the coffee tastes great, is that all that you care about? Or do you appreciate getting a little something extra in your order? I think most people appreciate a personal touch and extra attention to detail.
I understand not everyone is a box geek like me. And that not everyone cares about how their stuff arrives, as long as it arrives on time and in good condition. I also understand the box is just going to be thrown away or, hopefully, recycled. But it’s special to me because it’s the way I interact with you, the customer. So I put my heart and soul into the design and execution of the supply chain.
What do you think? I’d love to hear some of your best and worst online shopping experiences. What did the seller do to make it special? What did they do to alienate you? Do you even care if they put effort into the “wow” factor, or do you just want the product as fast and cheap as possible. I’d love for you to tell your story in the comment section below.