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| CANADA'S SOURCE FOR BIG BOX HUMOUR, PARODY, AND SATIRE
SOMEWHERE FUNNY -- Big box retailers are feeling the economic sting of niche marketing strategies. As more and more mom-and-pop operations find customers who are loyal, and provide real helpful services, larger operations have to rethink how they can attract people into their stores.
If these corrugated giants of industry don't find a new way to package their products, their futures may end up flattened-down like some sort of box-like object, lying on the side of the road waiting to be recycled. "Well, there is a downside to just selling big boxes," said Mario Levigne, vice-president of marketing for one of the major "big box" big box retailers. "I mean, why couldn't we sell small or medium boxes too? We may be pushing ourselves out of the box-selling game by just limiting ourselves to big boxes." Once a business juggernaut, the "big box" concept seems to have worn out, especially for those with their focus solely on boxes of bigger sizes. The growth of mail-order, e-mail and the Internet now allows many industries that utilize large, sturdy cardboard boxes to source boxes of all sizes from anyone, regardless of location. "It used to be convenient to physically go to the warehouse district, where all these 'big box' places tend to be, and pick out a couple of choice cardboard boxes," said Will Wong, a container purchaser for a widget manufacturer. "As long as you knew what you wanted, and were familiar enough with the store that you knew exactly where they were, it was okay. The selection is usually pretty good, as long as you're only looking for big boxes." "But you try going in one of these 'big box' stores with a product in your hand," continued Will. "The clerks are nowhere to be found! Or if you do spot one there's this trail of other customers running after them, waiting their turn to ask questions. And if what you want isn't a big box--say you need something a little smaller--you're just out of luck." Businesses are buying more and more from big box manufacturers or big box wholesalers. They're bypassing the retailers completely, or relying on smaller outfits that source and supply many different types of boxes, those who concentrate on service and their boxing expertise to keep and grow their customer base. The "big box" big box stores haven't given up yet. They're not ready to cave-in to the smaller big box retailers. "We
have to start thinking outside of the box," said Mario Levigne. "I
have this idea--don't tell anyone, now--where we sell boxes and
crates."
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| This fictional story about satire is intended for adults. | The World Leader in Canadian humour, humor, parody, and satire. | |
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