about us case study: Simpsons Season 6When Twentieth Century Fox Home Entertainment released the Simpson's Season 6 on DVD, they packaged it in a very unique way: Inside of Homer's head.
Although this new packaging was loved by many, TCFHE caught wind that a very exuberant group of Simpson's fans were not pleased with the new packaging (just days before the street-date) because it did not match the previous season's DVD release packaging. To placate the fans, TCFHE planned to offer them an alternative packaging option, but had no logistical way to coordinate it and deliver it; Until they turned to ICC.
- Inform the consumer of the alternative packaging
- Develop a website to receive the orders
- Direct the consumer to send a physical check for payment
- Receive and key-in payment
- Fulfill the alternative packaging
- Keep costs low
Inform the consumer of the alternative packaging.
TCFHE was able to insert a small slip in the packing with one of our toll free our phone numbers and provide us with a digital recording of Dan Castellaneta (the voice of Homer) directing customers to www.simpsonsbox.com for information on how to obtain their new packaging. We quickly set up a digital announcement that consumers would hear when calling the number that directed them to the website. The consumer could wait to talk to one of our live customer service reps as well.
Develop a website to receive the orders.
We worked closely with TCFHE and brand managers to develop a site that reflected the Simpson's style and tone. The site had to have an easy to follow, linear progression that let the consumer easily place their order with us.
Direct the consumer to send a physical check for payment.
To dramatically decrease data-entry costs, we enabled the consumer to enter their contact information into the website, then download a dynamically generated barcoded PDF document to be included with their check payment.
Receive and key-in payment.
All checks were directed to to our P.O. box and we did daily pick-ups. Because the consumer included their contact information with a barcoded order-number, we were able to open, scan, receive, and validate the payments very quickly and with no data-entry error. We produced daily deposit reports to provide to the bank, and once checks were approved, we coordinated the delivery of the replacement packaging to the consumer.
Keep costs low.
Because we were able to implement an automated digital announcement for inbound phone calls that directed consumers to a website, we were able to eliminate the need for a large number of costly live telephone operators. Also, because the website we developed provided the consumer with personalized, barcoded instructions on how to send in their payment, we were able to remove many costly data-entry persons and the costs of data-entry mistakes. All in all, automation was the key to the success of this project.