A North American grill manufacturer’s latest offering needed to offer a unique out-of-box experience (OOBE)—one that would surprise and delight consumers and lead to socially-shareable experiences. However, the package design also needed to make sense from the standpoint of protection, distribution, and sustainability. This is why they turned to Chainalytics’ supply chain-minded packaging engineers to find the best solution.
In a category where the thrill of shopping quickly subsides into a “some assembly required” nightmare, the manufacturer recognized that for its new product launch, making the grill easy to assemble would set it apart from the competition.
A strategic focus on ease of assembly
Armed with decades of experience focusing on in-transit product protection and efficiencies, Chainalytics’ packaging engineers concentrated on ease-of-opening as well as features that would guide assembly and make it easier for the end consumer. The team incorporated elements in the design that had never been brought to the outdoor cooking segment before—a clear benefit of engineers with expertise in multiple industries.
The ultimate design of the grill’s packaging incorporated protective structures and pads. These items were designed to be repurposed to help stabilize and position the grill for straightforward assembly. A carefully thought-out alphanumeric labeling system also organized and identified every component. In fact, this feature’s implementation highlighted minor assembly issues and allowed the manufacturer to make necessary changes to the product’s design quickly.
Along with detailed and carefully illustrated assembly instructions, these efforts resulted in a new grill that is satisfying to assemble. Parts are easy to find, and the grill is in the appropriate position to install the next component in the sequence.
Behind the out-of-box experience
The project utilized a holistic approach that took into consideration the lifecycle of the packaging itself. First, benchmarking research was conducted to establish standards relative to the client’s other models and products that also occupy the high-end consumer outdoor cooking market. Special attention was paid to products that directly compete with the grill in what is a relatively new yet already crowded portion of the market.
This was followed by a thorough examination of the product’s path through manufacturing, packaging, and the hazards the product would face during its transit through the supply chain. Then, each step in the package’s journey was examined to determine the least amounts of the most environmentally friendly materials possible to accomplish the protective task required, reducing waste and maximizing recyclability.
The new grill launched to positive reviews from retail and e-commerce customers. Buyers have raved about the straightforward assembly as well as the simplicity of packaging disposal. And, of course, the quality of the meals they were able to prepare. The packaging design has also set a new standard for OOBE in a crowded, competitive product category not known for pleasant set-up experiences.
Thoughtful package design is more crucial than ever given today’s social media-savvy, e-commerce consumers. Reach out and find out how we can help you give your customers an experience worth gushing over while keeping costs low and maximizing sustainability. Chainalytics’ combination of top supply chain talent, proven methodologies, and exclusive market intelligence consistently puts our clients ahead of the curve.
