Donna Tarantino, VP Beauty & Style, Risdall Consumer Direct11.07.12
Kitting Your Way to the Top
Package goof-proof beauty solutions that hit the mark with TV shoppers.
What’s the best way to reach a national television audience while ensuring your brand comes to life in a special way? The customer tells us every day what they want by voting with their purchase decision. Some of the top-selling products aired on television are kitted products that are bundled in exclusive configurations. Kits are problem solvers, money savers, round out the brand story, and allow you to build a unique relationship with the customer.
Goof-Proofing Your Kit
Kits are a problem solver. First and foremost, they rid the customer of confusion and skepticism. What do I buy? What products work together? By offering the customer an “all-in-one kit” or an essentials-themed kit, you are offering them a goof-proof solution that addresses their needs and concerns.
The kit can focus on an anti-aging story, a seasonal color collection or a teeth-whitening system. The key is that the products work together to solve a beauty issue and make the customer not only feel good about the products and the brand, but also about themselves. What’s more, it is critical that all of the items offered in the kit have synergy. Products that work together are much more enticing. It is easier for the customer to understand how convenient shopping from home can be as well as having all the tools necessary to create a perfect hairstyle or look with one complete package.
Pricing Value, Not Items
From Madison Avenue to the Sunshine State, budgets are tight in every household. Whether the kit sells for under $30 or for $100+, the customer wants to feel they are saving big money off the retail value. By bundling product together and showing a great, perceived value, they immediately understand how much money they are saving. Ideally, price your bundle at a discount of 60% if the items were sold separately. The customer will not only appreciate the cost-savings advantage, but will also avoid frustration associated with purchasing individual items or creating their own kit. As the vendor, you have access to pricing products sharply to make the customer happy with her purchase and to come back for more.
Telling A Special Story
Television allows you to tell your brand or product story in a unique way, and it is best amplified through kits. Standalone items are powerful, but kitting products allows you to tell the complete story. This is perfect when selling makeup collections. As the makeup expert, you can explain how to use the entire kit while telling your story. In addition, the complete story continues on the packaging. Always remember that a customer must feel comfortable enough with the presentation of your brand and product to want to purchase it. Themed configurations are easier to understand and allow you to focus on a story.
Moreover, the final sales pitch is not executed on air, but when the special package arrives at their door. The kit is ready to use immediately because all the right tools are in one place. The packaging tells the story of what is inside so they remember why they bought it andit conveys your complete brand story.
Unique Customer Engagement
Finally, kits provide an opportunity to establish a unique relationship with the customer. By offering a special configuration, it allows you to offer them something different that they may not have access to. By allowing them to save money, it allows them to think that you have been considerate of their budget and you have made it more affordable and accessible. By telling your story, you have taken the frustration out of what, why and how. Most important, kits can allow you to offer a sampling of products in smaller sizes that may not get airtime on a television shopping network, so that she can try your product before making a commitment to a full-sized version.
Kitting your way to the top is both art and science. Remember, you need to goof-proof your kit with a focus on value. Kits come in all shapes and sizes, and there are numerous themes and configurations that can be pulled together to price it at a great deal. Kits also empower you to bring your brand to life and tell its whole story. This is important because in the end, it creates a great experience for the customer. Once they fall in love with your brand, you will have an engaged customer for life.
About the Author
With over 20 years of experience in the television shopping industry, Donna Tarantino is currently vice president of beauty and style for Risdall Consumer Direct. She was previously ShopNBC’s director of beauty, health & fitness, and has helped conceive, develop and transform numerous beauty brands into household names, including Bare Escentuals, Smashbox Cosmetics, Philosophy, Too Faced Cosmetics, Peter Coppola Haircare, Skinn Cosmetics, Nick Chavez Haircare and more.
Package goof-proof beauty solutions that hit the mark with TV shoppers.
What’s the best way to reach a national television audience while ensuring your brand comes to life in a special way? The customer tells us every day what they want by voting with their purchase decision. Some of the top-selling products aired on television are kitted products that are bundled in exclusive configurations. Kits are problem solvers, money savers, round out the brand story, and allow you to build a unique relationship with the customer.
Goof-Proofing Your Kit
Kits are a problem solver. First and foremost, they rid the customer of confusion and skepticism. What do I buy? What products work together? By offering the customer an “all-in-one kit” or an essentials-themed kit, you are offering them a goof-proof solution that addresses their needs and concerns.
The kit can focus on an anti-aging story, a seasonal color collection or a teeth-whitening system. The key is that the products work together to solve a beauty issue and make the customer not only feel good about the products and the brand, but also about themselves. What’s more, it is critical that all of the items offered in the kit have synergy. Products that work together are much more enticing. It is easier for the customer to understand how convenient shopping from home can be as well as having all the tools necessary to create a perfect hairstyle or look with one complete package.
Pricing Value, Not Items
From Madison Avenue to the Sunshine State, budgets are tight in every household. Whether the kit sells for under $30 or for $100+, the customer wants to feel they are saving big money off the retail value. By bundling product together and showing a great, perceived value, they immediately understand how much money they are saving. Ideally, price your bundle at a discount of 60% if the items were sold separately. The customer will not only appreciate the cost-savings advantage, but will also avoid frustration associated with purchasing individual items or creating their own kit. As the vendor, you have access to pricing products sharply to make the customer happy with her purchase and to come back for more.
Telling A Special Story
Television allows you to tell your brand or product story in a unique way, and it is best amplified through kits. Standalone items are powerful, but kitting products allows you to tell the complete story. This is perfect when selling makeup collections. As the makeup expert, you can explain how to use the entire kit while telling your story. In addition, the complete story continues on the packaging. Always remember that a customer must feel comfortable enough with the presentation of your brand and product to want to purchase it. Themed configurations are easier to understand and allow you to focus on a story.
Moreover, the final sales pitch is not executed on air, but when the special package arrives at their door. The kit is ready to use immediately because all the right tools are in one place. The packaging tells the story of what is inside so they remember why they bought it andit conveys your complete brand story.
Unique Customer Engagement
Finally, kits provide an opportunity to establish a unique relationship with the customer. By offering a special configuration, it allows you to offer them something different that they may not have access to. By allowing them to save money, it allows them to think that you have been considerate of their budget and you have made it more affordable and accessible. By telling your story, you have taken the frustration out of what, why and how. Most important, kits can allow you to offer a sampling of products in smaller sizes that may not get airtime on a television shopping network, so that she can try your product before making a commitment to a full-sized version.
Kitting your way to the top is both art and science. Remember, you need to goof-proof your kit with a focus on value. Kits come in all shapes and sizes, and there are numerous themes and configurations that can be pulled together to price it at a great deal. Kits also empower you to bring your brand to life and tell its whole story. This is important because in the end, it creates a great experience for the customer. Once they fall in love with your brand, you will have an engaged customer for life.
About the Author
With over 20 years of experience in the television shopping industry, Donna Tarantino is currently vice president of beauty and style for Risdall Consumer Direct. She was previously ShopNBC’s director of beauty, health & fitness, and has helped conceive, develop and transform numerous beauty brands into household names, including Bare Escentuals, Smashbox Cosmetics, Philosophy, Too Faced Cosmetics, Peter Coppola Haircare, Skinn Cosmetics, Nick Chavez Haircare and more.