People in corner offices may initially balk at the idea of larger sizes. (How much will it extend the purchase cycle? Will it reduce our margins?) However, research shows that super- sizes actually increase product usage. Brian Wansink, a professor at Cornell University specializing in this area, has found that within seven days, people consume 50% of what they purchase from a club store, regardless of the package size. Think about that while I finish the 10 lb package of M&Ms in my desk drawer.
We should think about...
- Should we offer more super sizes or bundled products to our customers?
- Should we market existing economy sized products as an easy way to save money and save the planet?
- Can we reduce the packaging used in our multi-packs?