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Another great example of customer experience: the Kindle packaging

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Let’s continue the series we started on great packagings which improve the customer experience.

This week let’s turn our attention to Amazon Kindle’s packaging. Guaranteed “100% frustration-free” it has been designed to make sure you start using the product within 10 seconds of receiving it.

Interestingly the packaging is a pretty complex product in itself, combining classic cardboard with a one-piece plastic inner packaging which houses the device and its manual.

You just have one side to open to find the device, ready to use. The manual will not hinder you; it’s a quick start guide you won’t even have bother reading (the Kindle is so easy to use).

A detail among many other of a very special and finetuned customer experience.

Credits: MT4U

The next surprise expects you when you first turn on the Kindle. It knows who you are because it has been pre-programmed to ensure you have nothing to configure and you can start using the Kindle and buying books immediately. It’s just amazing.


My take:

The experience provided by the Kindle is amazing and starts already when you get the device in its packaging. Amazon did a great job at studying and improving every touch points. I must admit I’ve seldom seen such a level of perfection. If you want one more example of how finetuned the experience is,  just look at the bar code …


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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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