Walmart and MetLife worked together to
create a “life insurance product in a box” for piloting in Georgia stores. The
surprise is it hasn't been done before. Distribution folks need to start
stealing more ideas, fast.
“In a box” comes from standard retail. But look how cell phone companies stole the idea of “on a card” from the coupon sector. You can buy pre-loaded SIM cards from vending machines at airports. These telco players realized early on the way to sell an abstract product (in their case, minutes or bytes) is through a traditional, tangible format.
Most importantly, successful distribution is about putting product within the grasp of potential purchasers. Where are your customers? They're at gas stations, museums, malls, race meets, parking lots, piers – they're everywhere. Mobile apps can get you into pockets, kiosks can get you into paths.
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