Triumphs of marketing: FreshDirect
August 10th, 2010 at 11:55 am ETBrilliant, just brilliant! FreshDirect, the Queens-based gourmet-ish grocery delivery operation, packages a “Fruit Ripening Bag” with its fresh fruit. Otherwise known as a “bag,” it is printed with instructions for using it to ripen your fruit. (Said instructions more or less reduce to: “Place fruit in bag. When ripe, remove.”)
And thus FreshDirect turns something that costs them 2.4 cents apiece into a valuable customer-retention amenity!
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Rich Mintz blogs on online fundraising and social media, American history and culture, bicycling and urbanism, food, technology, and other topics. Professionally, he's an expert in fundraising, constituency development, and social media for nonprofits, cultural organizations, cause-related marketers, and corporations. He is based in New York, where he serves as Vice President, Strategy, for 
August 12th, 2010 at 9:55 am
[...] This post was mentioned on Twitter by FreshDirect, Rich Mintz. Rich Mintz said: Blog: Triumphs of marketing: FreshDirect http://richmintz.com/2010/08/triumphs-of-marketing-freshdirect/ [...]
August 15th, 2010 at 4:40 pm
[...] “Pish tosh!” I replied, in my head “Yet another example of marketing language getting out of hand.” [...]