September 25, 2013

Scan Stop

Description: Protectors for credit cards
Main Pitch: "Guaranteed to block scanners from stealing your valuable information"
Main Offer: $19.95 for two
Bonus: Two more (just pay P&H)
Marketer: Emson
Prediction: Unlikely to succeed

IdeaVillage already tried this (and for half the price), but past failures never seem to stop Emson from testing an item. The difference here is that they aren't doing it under one of their brands (Michel Mercier, Big Boss, Bell + Howell), which is their usual approach with prior flops. That makes me think they just didn't do their homework on this one.

If they had, they'd have learned that RFID blocking has only been successful as a product feature (see Aluma Wallet, Dura Wallet). Because the pitch relies on fear and education to sell, it is not strong enough to stand alone. For these reasons, I'm even skeptical that it had much to do with the successes cited.

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