Accessorize- Consumer Insight Drives Innovation
A good example is our paper shredder business. As recently as five years ago paper shredders were a specialty office product used by attorneys or other office professionals who rely on confidentiality in their day-to-day business.
With identity theft rising at an alarming rate in the U.S., we saw an opportunity to help educate consumers on the growing need to protect themselves from the fastest-growing crime. Through an extensive integrated marketing campaign, we helped consumers recognize the need for personal shredders and we offered them a superior solution. The result: today shredders are in most offices and many homes across the U.S., and our market share is growing rapidly. Our campaign not only helped our sales, but the entire shredder category as a whole showed increased sales and profits for our dealers.
Tapping into the changing dynamics of the marketplace to grow sales geometrically requires more than consumer insight and a good product development process. It requires a culture of innovation built on a foundation of curiosity. Some companies are just more determined than others to be the best at what matters most to their consumers, customers and ultimately their people. At Fellowes this passion is part of our DNA and we consciously nurture it by engaging all of our people and our business partners in the quest to "wow" our consumers. Through ethnographic research, lunch and learn sessions, "innovation days," and Web-based idea suggestion tools, to name a few, we are determined to cultivate an attitude that all of us play a role in innovation because big ideas can come from anywhere.