I ordered new running shoes from Piperlime last week, Brooks Addiction in a 6.5B. I was really excited because 1) they were 50% off and 2) free shipping. While Piperlime falls under the Old Navy/Gap/Banana Republic collective, it follows the Zappos model for order fulfillment; free shipping both ways and expect advice from customer service reps.

I was excited when the box arrived, but I was even more excited when I opened this unassuming gift masquerading as a plain old shipping box.

When I opened the flaps, bright splashes of lime green lept at me in geometric  patterns. Inside, my shoe box was wrapped in brown tissue paper and neatly sealed with a sticker that matched the internal box pattern. In the center, a lime green envelope held my receipt, returns order and a card that read:

Hi There,

We just want to say thanks for shopping at Piperlime. We’re so happy to have you as a customer, and we hope you love your new purchase.

Please know, people may express a tiny bit of envy at first. This is perfectly normal with Piperlime purchases. Simply smile and pat yourself on the back. After all, what can you? You have great taste.

Enjoy,

Your friends at Piperlime

I was actually moved by the card. It was elegant but modern and best of all, simple.

This little experience revealed Piperlime understands two things – presentation and product marketing.

• The product is aimed at me in its presentation, personalization and  message. Presentation of your products and phenomenal customer services are two essential elements of online success. Piperlime has accomplished this with flying colors.
• Piperlime understands that a retailer must market their products towards a customer, treating them as an individual, while simultaneously marketing it’s brand to the masses.

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