Innovation by engineering products specifically for omnichannel delivery
By Chris H. Petersen
To put it bluntly, omnichannel is everywhere. Amazon, or its equivalent, is rapidly growing sales online in every corner of the world. Almost every vendor and retailer I speak with is working on some kind of omnichannel framework to sell online. Online enables sales anywhere in a very compressed time frame of a couple of days, or even hours in some countries. That works fine for smaller products that meet size and weight restrictions of the carriers. But, what about something as large and bulky as a mattress? By reimaging a better bed time, Tuft & Needle has designed a mattress to specifically fit inside a box that meets omnichannel shipping requirements. This is a classic case study of reimagining a product category to fit the packaging, with a unique consumer value appeal.
Why this is important: Online sales of large products have been constrained by the physical requirements of logistics. Innovating to fit the supply chain requirements changes paradigms of both the products and the consumer purchase experience.