We’ve already taken the time to hype the Moto Z Droid models that recently hit the market. They’re smart little devices, and though there are some mixed feelings about their ambitious modular design. There’s been high praise for the device from outlets like CNET. We won’t beat you over the head with details about the phone itself – you can read plenty about the device itself in the bevy of reviews that have flooded the Internet. Today, we want to touch on how the Moto Z release tackled logistics and analyze some of the strategies used to handle marketing, order fulfillment, etc. that brought this product to market with a successful launch.
Promotion & Marketing
Unlike many other smartphones on the market, the Moto Z has a unique selling point that set it apart from the pack: its modular design. Having parts that could be swapped out in a simple fashion is something that they hyped incessantly, and with good reason. The entire product line would likely be made or broken by how this feature was received, and thus far it seems that most believe that despite a few drawbacks, it was done well.
Another interesting move was pairing up with Verizon as their exclusive carrier. The cell provider is well known and ranks among the upper echelon, and by teaming up, they gain considerable support from the phone service giants. Exclusives can sometimes frustrate segments of a consumer base, but also serve to motivate loyal clientele to investigate more carefully the exclusive product, which is what they were trying to achieve.
They were able to get tinkerers on board with developer kits, allowing users to create custom mods and then make them available to the larger Moto market. Motorola was also able to play up the fact that these units would come preinstalled with Android 6.0.1 Marshmallow right out the box. This feature circumvents users having to do lengthy updates to get up to speed with the latest features. Well played.
This factor could have driven away potential customers if done poorly. They would have to pay for the base phone, then pay for modular add-ons as well for unique functionality? The full retail value could be justified as reasonably priced, but it was noticeably higher than other models. The basic Verizon plans for this phone were somewhat affordable were certainly able to attract a fair amount of interest in this unique product, but on its own, not enough to sell every consumer on the price. What move did they make to compensate?
Instead of emphasizing the initial costs of the phone, they highlighted how having a modular phone would extend its functionality and lifespan, meaning that users would be able to hold onto their Moto Z units far longer than traditional smartphones. Couple that with the ease of use, fast performance, and stellar battery life and they had three excellent features that easily justify the initial costs and price of the upgrade mods.
And what about the ecommerce fulfillment side of the equation. A product like this is no good if you aren’t able to get orders and have a plan in place to make the deliveries of those orders. Motorola played this one right by teaming up with Verizon. They gained access to a loyal segment of users who were chomping at the bit to pre-order the device. The hype they generated through their “phone of the future” marketing was enough to get plenty of pre-orders, and by shipping direct to customers and having the option for consumers to pick up in-store gave them extra convenience and ensured that most everyone was able to get their device on time. Missing orders is a surefire way to kill a product launch and generate loads of negative press.
It was a good launch that incorporated some smart ideas: have a good product, hype the product to generate interest, justify the price point, and deliver on time for maximum consumer satisfaction. These are good takeaways that businesses of all sizes can learn from. If you want to make the most of your own product launch and ensure stellar ecommerce order fulfillment, teaming up with a savvy logistics company might be a good option for you and your business.