You've heard of Paris Hilton, right? According to her website Paris is an Entrepreneur, Designer, Actress, Singer, Model and Author, but if you are like me, trust-fund baby, socialite, party girl, $ex-tape, reality TV, and air head are what come to mind when you hear her name. But I'm changing my tune on Paris.
Recently one of my daughters brought home a pair of Paris Hilton shoes to go with her graduation dress. The shoes are shiny and black and the heel is a little too high for me (cause it's my daughter) and I guess it's fair to say I'm not really the person to ask since I have zero fashion sense and even less fashion interest. But the women folk like the shoes, and that's what is important. But this isn't about the shoes.
It's about the shoe box.
But the bow is not just a bow, it's actually the handles for carrying the shoe box. A shoe box with handles is actually a very smart marketing move. Normally if you buy a pair of shoes, they will put the shoes in a bag showing the brand of the store where you purchased the shoes. This approach keeps the Paris Hilton brand visible as you walk around the mall.
But there is more.
Based on my experience, women tend to have a stack of shoe boxes on a shelf in a closet. But traditional shoe boxes open by removing the top, which makes no sense at all. You have to take a particular box out of the stack, open it, see that you picked the wrong box and then put it back in the stack. Not so with Paris Hilton's shoes. This box just slides open to give you access to the shoes even if it is on the bottom row. And to top it all off, the bright pink panel on the side let's you quickly identify the Paris Hilton shoes even in a huge stack of shoe boxes.
Great marketing, great customer experience.
Nice work Paris.