Wednesday, September 05, 2012

What's Your Tactcile Delight Item?

Every company needs a delight item.

An unexpected, tactile surprise for every customer who buys.

But not just the same old chotchkie, gift card, thank you note, free sandwich or chance to win a thousand dollars.

Something worth noticing, worth crossing the street for, worth standing in line for, worth taking a picture of, worth paying extra for, worth showing off, worth socializing around, worth blogging about, worth sharing with others, worth being tired for, worth getting yelled at for, worth being sore for, worth sitting trough traffic for, worth coming back for, and worth saving forever.

And that takes considerably more intention and attention.

Lululemon, the athletic apparel company, gives its customers a letterpress poster with a scientific diagram of all the excuses not to go to yoga class. It’s funny as hell, completely unexpected, brand consistent and most of all, content based. Which means it delivers value through education and inspiration. Unlike every other company who hands out brochures, as if to say, “Here, you throw this away!” the yoga poster example is a value forward item, something that makes the customer healthier and smarter.

Most companies would never do this. It’s too expensive to print and too labor intensive to design. But Lululemon knows their customer, and their customers see value in tactile delight. And as a result, thousands of their customers have published, hung, scanned, copied and uploaded that very poster, all around the world.

And I bet that doesn’t surprise their company at all.