Tiny gizmos, Tiny Batteries, and a Tiny Thing Retailers Could Do

In a world of brand-smearing, free shipping, and “lifetime-value economies,” why not do something small, and remarkable?

It would cost about 40c or so, wholesale per box to make the experience of opening and using this $70 item much more pleasant. But instead, I received the gizmo from Brookstone for my birthday and it came with four little bitty things that required TINY screwdrivers to install button batteries into. Rather than having their customer happily experiencing their device, I was busy sorting through my junk drawer, cursing to myself wondering where I put my precision screwdriver set.

My guess is that less than 20% of the households in the USA have those-sized screwdrivers. People probably started whipping out pocketknives, toothpicks, and god knows what else. The whole time, the Brookstone brand passes up a huge branding opportunity.

Furniture manufacturers already give away tools for assembly. It is appreciated. Many are inscribed with their brand, phone, and web address.

Just a little idea on a Friday for a retailer that wants to be remarkable.

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