What to do if you suddenly run out of fancy paper bags

July 7, 2007 in Advertising + Marketing

It’s good news when Victoria’s Secret Beauty has a 50% – 75% off sale.

But really bad news when the store runs out of their fancy-schmancy paper bags and begins using these ‘Thank you for shopping’ polythene bags.

How could a gignormous retail giant like Victoria’s Secret run out of paper bags during a sale? And how could they not have a PLAN B in place? If using polythene bags was indeed PLAN B — perhaps the company needs to consider hiring someone who understands brand touchpoints.

Literally every woman in that Santa Clara, CA Victoria’s Secret store was a little perplexed at the idea of carrying their goodies (beauty supplies and undergarments) in flimsy grocery store bags. When I asked the cashier about the state of the bags, she replied, “We’ve run out our bags for like.. forever.”

It probably was an honest mistake and the store thought that was their best solution, but perhaps this is a good opportunity for the store to realize that they need an actual plan in place to conitnue to maintain their terrific brand integrity and image.

Here are some ideas for retail giants that suddenly realize they are out of bags:

1) Run to the nearest dollar store and buy every single paper bag available there. Or Have store printed stickers handy to paste on every bag so atleast the customer knows where the bag came from.

2) If you must use plastic bags (god forbid) – get a little creative. Use ribbons, bows or make creative use of left-over props from past store displays.

3) Create a temp-sign on your window that says the store won’t be using any bags that day as the store’s contribution to saving trees and promoting a green earth. (With the curent bro-ha-ha about going green — this is a very smart strategy when you think about it) Customers can bring their own bags.

More on this.. later. (Off to dinner now!)