Bikes

In 2015, the owners of a Dutch cycling company began shipping bicycles across the Atlantic to the United States, but time and time again these deliveries were damaged in [blank] . VanMoof [blank] various solutions - Tougher boxes? Better packaging? Different shipping partners? Nothing worked. Bikes obviously didn't have the kind of priority flat-screen TVs have, for example, and then it clicked. The company began printing images of large, expensive television sets on the sides of boxes as a visual [blank] to handlers, a tacit message that the contents were fragile. They reported this "small tweak had an outsized [blank] ," with shipment damage dropping by 70 to 80% overnight. Since most of their sales are online, this strategy has helped them better protect tens of thousands of orders to date.