Traveling the world during the last few decades, I had only had a few occasions when I lost my suitcase.
But it sucked.
And for the thousands of suitcases that get lost every day, Samsonite has taken luggage into the 21st century with GeoTrakR.
It is a smart, electronic geo-tracking device build right-in to your suitcase. With a simple app, you can track where your luggage is at any time. The mobile app provides updates and can show your luggage’s location anywhere in the world.
Focusing On A New Benefit
Luggage is luggage. Most comes with four wheels but today, to stay competitive, a suitcase needs to help you stay connected to your things. By understanding consumer anxiety over lost luggage, Samsonite can now position itself with a benefit you might never have asked for – while getting a premium price for this advantage.
Like suitcase startup AWAY, which provides you with the ability to charge your iPhone through their suitcases battery, Samsonite is focusing on a non-suitcase-y need: the peace of mind knowing where your bag is at any time.
Unpacking a few lessons:
- Could your product bring something new, unexpected and exciting to a dull category?
- Through conversations with customers, what unwanted need, hidden problem or worry could you eliminate?
- How can technology play a role in a typically non-technical item like a suitcase? Maybe your widget can add unexpected value by thinking outside your suitcase.
Great marketing begins when you deeply understand your customer’s world and the challenges they face. Adding something relevant, useful and simple to use makes their life easier and encourages them to become a customer.
How are you thinking outside of the suitcase for your brand?
Need help unpacking your brand’s next marketing opportunity? Email me at jeffslater@themarketingsage.com or call me at 919 720 0995.
Photo courtesy of Samsonite and by Erwan Hesry on Unsplash
