Chocolatier Anthon Berg recently enabled customers to pay with a good deed, rather than cash, at a pop-up location called The Generous Store.
Conceived by ad agency Robert/Boison & Like-minded, the project featured a temporary outlet in Denmark – open for one day only – which labeled each of its products with a task the consumer must perform in order to ‘buy’ the chocolate.
Designed to spread generosity, the tasks typically included a good deed to someone else, such as ‘Serve breakfast in bed to your loved one’ or ‘Help clean a friend’s house’.
Cashiers were replaced by staff carrying iPads, where chocolate-buyers could log into their Facebook accounts and pledge to carry out the favor via a branded post on their wall.
Anthon Berg was able to view the results of the promises when visitors to the store then posted pictures and comments on the company Facebook Page. The video below features footage from the pop-up shop:
The Generous Store’s innovative payment system, while only employed for one day, helped to portray Anthon Berg as a generous and socially-minded brand. An idea to adapt for your own projects, possibly over a longer period of time or in conjunction with a pay-what-you-want pricing system?
via Pop-up store sells chocolate for good deeds, not money | Springwise.
A very interesting article about a new trend which goes against the well-known rule of product massification: “One size fits all”. The article mentions several websites, mainly U.S based, offering to their customers the chance to create their own unique product. Ranging from Art to Chocolate and Perfumes, just to count some. this new trend is going to become big, especially because many “co-created” goods undercut their top-tier competitors.
Searching what the Italian web offer is may be a little bit frustrating, because the search always reminds to non-Italian companies. The only great example of online product customization which is 100% Italian is Miraqo. The very clever website offer the chance to create your own chocolate adding a huge variety of high quality ingredients, which are also certified as being organic. If know of more Italian based companies which are offering online customization services to their products, just leave a comment or send us an email (Source: Smallbusiness.aol.com)
Whenever I talk with a client about sustainability, a question arises “Does sustainability pay?”. The answer is with no doubt YES! There are researches available online showing that when customers are offered a choice, they do prefer eco-friendly products and “punish” not so sustainable brands asking a much lower price. Obviously, what companies willing to invest in sustainability must understand is that a sustainable strategy goes hand in hand with a communication strategy – otherwise consumers will not perceive the added value during the purchasing process.
A recent survey conducted by the Uk consumer organisation “Which?” showed that between 74% and 96% of the people surveyed were unaware of the big names behind 10 popular ethical brands. And, once they found out, of those whose opinion changed, more had a negative reaction than a positive one. “Consumers are being misled,” said one respondent while another commented: “I feel conned.” One reason behind this negative reaction is that interviewed were worried about large companies being more concerned with profits than ethics.
What manufacturers must really understand is that consumers are willing to buy sustainable products but at the same time are going to punish any non-ethical behaviour by asking for a very reduced price. The future of retail and of sustainability lies in the ability of producers to understand this and to act accordingly.