Tag Archives: ecommerce

Pizza Baby Registry

After the wedding, come the babies, right? Perhaps not always that way, but this is certainly the case for Domino’s Pizza. Nine months ago (!) the company started a wedding registry for guests who want to give the happy couple pizza parties and party food. Now that the wedding festivities are over, Domino’s still wants to remain involved in the new couple’s life by offering an online baby registry through Gugu Guru.

The new parents-in-waiting can create their own baby gift registry for Domino’s pizza, foods, and gifts, including:

  • Hormonal and Hangry pizza
  • The Gender Reveal pizza
  • Pregnancy food pack
  • ‘Dadchelor’ Party food
  • Baby goods such as onesies, mugs, tumblers, shirts (Pizza for Two), and more…

And for a limited time, Domino’s also has a big contest give-away for new parents to win pizza for a year, plus a line of baby and parent gifts.

What were you expecting?

Group Activities and Discussion Questions:

  1. Discuss pizza delivery in general.
  2. In which stage of the product life cycle is pizza delivery?
  3. Show the Domino’s baby registry: http://www.dominosbabyregistry.com/
  4. A brief video can be viewed at: https://youtu.be/N6eeNUQvPqc
  5. Next, divide students into teams.
  6. Have each team select a product or service that is in the mature stage of the product life cycle. What can be done to extend the life cycle and increase sales?

Source:  Domino’s Pizza (2017, Nov. 29)

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Don’t Throw That Packaging Away!

What does your recycling bin look like? If it’s like ours, it is probably filled to the brim with boxes and packaging materials that are a result of online shopping. Too many times, a small product is encased in a large box and the result is a lot of unnecessary waste that goes into the trash. Is there a better way to reduce waste and have more sustainable packaging? Yes, and it’s called RePack.

RePack (based in Helsinki, Finland) currently operates in Amsterdam, Hamburg, and Helsinki and uses a simple concept that brands selling products online can offer shoppers a returnable and reusable packaging option. Not only can consumers do the right thing for the environment, but they also receive incentives and coupons for using the innovative packaging.

The way it works is simple. A customer places an order with select retailers and selects the RePack option for packaging. Once the item is received, the packaging is simply dropping into the nearest post box for return to RePack. It’s free to return the package, no matter where in the world the shipment is delivered. When RePack receives the returned packaging, the customer automatically receives a reward, usually a voucher for money off the next purchase.

The packaging is designed to last at least 20 shipping cycles and was designed specifically for clothing. The packaging is made from recycled polypropene and folds to letter-size when empty. Retailers also benefit as the average order value has been shown to increase by up to 30%, and it builds good will and sustainability practices among a brand’s best customers.

Go ahead, keep shopping online and you can still do the right thing for the environment.

Group Activities and Discussion Questions:

  1. Poll students: How much do they order online? What do they think about the average packaging they receive?
  2. Show RePack’s Web site and video: https://www.originalrepack.com/
  3. Discuss the consumer buying process. At which step does packaging become important?
  4. How could RePack be utilized by U.S. retailers?
  5. Divide students into teams. Have each team select a retailer and develop a promotional campaign around using the RePack packaging.

Source:  Hellgren, J. (2017, Oct. 30). Looking for circular packaging? Meet RePack. www.SustainableBrands.com.

 

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World’s Largest Online Retail Shopping Event: 11/11 Singles Day

Once again the world’s biggest shopping event has occurred. And, no, it’s not Black Friday and Cyber Monday in the U.S. By far, the biggest shopping day of the year was on November 11, Singles’ Day, in China. (The holiday originally began in 1993 as a celebration for people who are single, chosen because of the connection between singles and the number ‘1’. November 11 now serves as an occasion for single people to party – and shop!)

This year, sales reached more than $8.6 billion in the first hour and passed 2016’s total sales by noon! By the end of the day the gross merchandise value tally was more than $25.3 billion, an increase of 39% from 2016 sales! Even more impressive though is that a whopping 90% of sales were completed from mobile devices (compared to 82% in 2016). At its peak, Alipay processed 256,000 transactions per second.

Singles’ Day is by far the largest shopping and entertainment festival in the world. Consider that it is 18 times bigger than Amazon Prime Day, and 2.5 times bigger than Black Friday and Cyber Monday combined. This year there were more than 15 million products from 140,000 top brands and companies. Top countries selling to China included Japan, U.S., Australia, Germany, and South Korea.

Singles’ Day has become an event on its own, including celebrities, fashion shows, TV galas, virtual reality, and augmented reality shopping. Companies engaged in a “Catch the Cat” augmented-reality game that engaged customers and offered discounts. There were other games as well, including an interactive trivia game on Tmall and Taobao apps. In addition, Alibaba offered viewers a televised gala that featured international stars including Pharrell Williams, Nicole Kidman, Jessie J, Maria Sharapova, LeBron James, and Zhang Ziyi.

Why is it so important for global brands to enter this shopping day? Consider that there are roughly 300 million middle-class shoppers in China, rising to an estimated 500 million in the next 10-15 years. While Singles Day may have originally started for lonely Chinese consumers, the shopping day now is seen as critical to driving China’s – and the world – economy.

If you are not familiar with Singles Day, there are a number of Web sources with information about the event and Alibaba, including the following:

Group Activities and Discussion Questions:

  1. Most students will not have previously heard of China’s Single Day. Discuss the shopping holiday and its importance in China.
  2. This is likely the first time students have heard about Singles Day. There are a number of videos that can help explain the event:
    1. What is 11/11?  https://youtu.be/bRv9qG75x2c
    2. Singles Day: https://youtu.be/uDDy50RP67A
    3. An American at Alibaba: https://youtu.be/7ZxM_HaEWBI
    4. News reports: https://youtu.be/gwGGrLpUkdg
    5. What is Alibaba: https://youtu.be/gk69hV6LEgI
  1. Discuss how this holiday compares to Black Friday and Cyber Monday in the U.S.
  2. How should U.S.-based companies participate in Singles Day?

Source: Brandchannel.com (2017, Nov. 13). Alibaba’s 2017 11.11 global shopping festival passes $25B.

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