Bikes Disguise Themselves as TVs to Curb Shipping Damage


By The Denver Egotist / /

Bike retailer Vanmoof noticed a lot of the bikes they shipped to customers in the US arrived damaged. Figuring that package handlers would be more gentle if they thought they were moving fragile electronics, they started printing an illustration of a flatscreen TV on their packages.

That small tweak had an outsized impact. Overnight our shipping damages dropped by 70-80%. We sell 80% of our bicycles online, which means we still print TVs on our boxes. More than 60,000 of them have now been shipped directly to our riders worldwide.

The power of graphics.



  1. danlehman

    danlehman November 14, 2019

    Shared this story in the office, and we all immediately thought — so now more bikes will be stolen from peoples homes? Maybe not, since you probably have to sign for an order this big/expensive, but still a relevant concern to this otherwise very clever solution.

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