In the Box Marketing

Out of the box...

It's usually those extra creative ideas that grab attention and get consumers hooked on a product. Ironically, the strategy I'm interested in is the exploding market for boxed delivery services. All kinds of companies have taken an "out of the box" idea, packaged it in a box, and delivered it to the doorsteps of consumers who love a good monthly service. We've got monthly subscriptions for boxed meals, pet toys and treats, clothing, international snacks, jewelry, and so much more!

Is this market expanding so rapidly because of the convenience it offers consumers? Is it the excitement of receiving packages? I think it might be a combination of the two.

Why spend hours planning your meals for the week, deciding what ingredients you will need, and shopping in the busy grocery stores that are probably sold out of something essential? Boxed meal delivery services like Blue Apron, Hello Fresh, and Home Chef capitalize on appealing to our desires for convenience and for saving time. They emphasize how easy it can be to provide quick, easy, balanced meals for you and your family when you subscribe with them, and they offer opportunities to invite your friends to the service and earn free meals.

Any why go visit a physical store where you have to wait in lines and push through crowds? Monthly services like BarkBox and Rocksbox will use some preferences you provide in order to fill a box with pet toys/treats and jewelry, respectively. Every month, you can look forward to that package arriving at your house. The contents of the box are designed to fit your personal tastes and styles, but you never know ahead of time exactly what will be inside. It's like receiving a special gift every month!

In a generation where receiving mail other than bills is a rarity and where time is more scarce and valuable than ever, any company that gets on board with boxed delivery services is bound  to have some success. It's now a thrill to receive packages and a stress reliever to find anything that helps save time for family, friends, adventure, etc. I believe the lifestyle of convenience will increasingly dominate the market, and it will become ever so important for businesses to gear toward it.