The Times discusses a new milk jug design adopted by Wal-Mart and other big box grocers which cuts distribution costs dramatically. One problem, though. Did anyone try to use it?
But if the milk jug is any indication, some of the changes will take getting used to on the part of consumers. Many spill milk when first using the new jugs.
“When we brought in the new milk, we were asking for feedback,” said Heather Mayo, vice president for merchandising at Sam’s Club, a division of Wal-Mart. “And they’re saying, ‘Why’s it in a square jug? Why’s it different? I want the same milk. What happened to my old milk?’ ”
Mary Tilton tried to educate the public a few days ago as she stood at a Sam’s Club in North Canton, about 50 miles south of Cleveland, luring shoppers with chocolate chip cookies and milk as she showed them how to pour from the new jugs.
“Just tilt it slowly and pour slowly,” Ms. Tilton said to passing customers as she talked about the jugs’ environmental benefits and cost savings. Instead of picking up the jug, as most people tend to do, she kept it on a table and gently tipped it toward a cup.
Will consumers learn how to pour “correctly” with the new milk jugs or will popular demand force Wal-Mart to go return to traditional milk containers? My guess is that the new jugs are here to stay, spills and all. Unwieldy product design typically doesn’t deter people from purchasing basic commodities (well… salad dressing, at least).
That said, what a strange mix of brilliant business-centered design and poor consumer-centered design! Someone obviously did their homework on the milk supply chain and discovered keys to making the whole process cheaper and more efficient for everyone involved. However, the lack of consumer research into something as basic as “is the jug easy to pour?” is hard to forgive.
View images of the new milk jug here and here.
Postscript: if you know who designed the new jug, post it in the comments!
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