How we helped increase iconic flashlight brand Maglite’s average order value by 47%

When we led Maglite’s direct-to-consumer marketing efforts, one of the challenges was to improve their average order value to get the most out of their customer acquisition cost. As part of the strategy, we wanted to make the iconic product more attractive by changing its presentation. That meant changing the packaging from the industry look that so many have been accustomed to when purchasing a Maglite in a big-box retailer (and on their website).

Our first step was to redesign Maglite’s product packaging so it looked more modern and had more of a technology feel than an industrial feel. We, then, thought about how to present the products with its new packaging in way that meets the need of a regular consumer as well as a professional who may purchase a Maglite. What came up with was three product bundles that we knew would be compelling: The Complete Home Bundle, The Complete Professional Bundle, and The City Life Kit.

As a result, Maglite’s average order value increased a whopping 44% percent when we compared the numbers to the previous several years. Take a look below at the new packaging and one of the bundles as we presented it to the consumers in our marketing efforts for Maglite.