VR goggles + sex toys: how we come up with bundles
2.8.2018
The latest product concept making waves on the market is meant to give you an understanding of virtual love. Let’s take a look behind the scenes at digitec’s think tank to find out how we even come up with these kinds of ideas.
At Digitec Galaxus AG, we’re not stuck in the here and now. Nope, we’re already working in the future. The trends of today are old news for us. Sometimes we’re futurologists, other times we’re trendsetters as well. That’s why it’s so important for our think tanks and action groups to be agile, fast and think out of the box. Essentially, we want to be true disruptors in a dynamic market.
And we like sex. As an activity and as a success factor to increase end user awareness.
But who doesn’t like sex? Let’s be real: sex is fun, it passes the time and it’s hopefully something you have with a person you really like. Or not. But in that case, make sure you use protection.
And so it makes total sense for us to get inspired by sexual futurology to pair sex toys up with other devices. Because it stands to reason that if you don’t have someone to have sex with, you need to have fun on your own. digitec bundles always give added value for the user.
The unique selling proposition isn’t just embedded in financial areas. It’s also part and parcel of innovative connectivity and collaboration forces in each of the feature products. Of course we’re pushing research and development when it comes to our bundles. It’s a textbook win-win situation.
Milestones in bundle projects
Research starts in category management. Who exactly are we looking to reach with this bundle? Category marketing manager Andrea Jacob is part of the internal think tank that uncovered the following data in a consumer marketing meeting:
- People in Switzerland can be split into two biological-sexual categories: men and women. And between the two there is a huge spectrum of gender forms. But this minority isn’t taken into account because of the market situation of supply and demand.
- Both men and women like sex.
- Masturbation is good, too.
- People also like technology and gadgets.
Category management drew on this information to develop the value proposition using thunderbolt thinking, which looks something like this: a sex toy and VR goggles.
Professional researchers vs insourcing
In doing so, category management wants to create a paradigm shift in the leisure area. But a project like this has to be aligned with all the knowledge bases in-house. We don’t want any low hanging fruit. We just want to combine elements of viral marketing with quality standards – basically Buzzfeed but in a good way. That’s why we brought in professional researchers.
Editor Livia Gamper and I (senior editor) join forces and head off with our laptops to one of the meeting rooms.
We go through the whole range of sex toys – 8,239 items! Our aim is to be on the same page, to know what our client base likes, to understand what our readers are interested in and to find out where there’s still untapped potential in the erotic segment. How can we optimise virtual reality and enhance pleasure?
It soon becomes clear: men and women have different erogenous zones that can and sometimes should be stimulated differently. Fortunately, Livia is female and I’m (surprise surprise) a man. We take diversity in the workplace seriously, especially when we’re launching a think tank. Our mission is to build on our experience and plenty of progressive thinking to generate a solution that will make us worthy of market leader.
That is until category management throws our range into disarray with a lightning insourcing offer and adds a completely different product to the bundle.
We did that well.
Journalist. Author. Hacker. A storyteller searching for boundaries, secrets and taboos – putting the world to paper. Not because I can but because I can’t not.
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