Most marketing advice focuses on how to get the sale. But it’s what happen after the sale that can make or break your next one. That’s not something a lot of business think about, until a customer quietly disappears or never comes back.
One of the clearest examples of getting this right showed up in a very ordinary place: my recent purchase of a Simplehuman trash can. Immediately upon unboxing it, one thought kept coming up: This is why some brands stay top of mind, and others don’t.
Not because the product is flashy or hyped on social media. But because every part of the customer experience was thoughtfully designed to remove friction and the mess of maintaining garbage. It doesn’t just solve a problem in the moment, it anticipates what the customer will need next and makes it easy to get. And in doing so, keeps the brand top of mind long after checkout.
Let’s unpack why great marketing doesn’t end at checkout by examining what Simplehuman got right, and why small businesses should take note.
Great Marketing Includes Thoughtful & Intentional Packaging
Simplehuman took a cue from Apple with a clean, simple unboxing experience. Tucked inside the product packaging wasn’t just the can itself, but a starter set of liners and a scent pod.
But that wasn’t all. There was also a magnet with a QR code to reorder liners and scent pods. The first impression was clear: this was smart marketing. Simplehuman was essentially saying, We know you’ll need more bags. Let’s make reordering easy, smart, and even a little enjoyable.
At the time, my plan was still to buy the usual brand of liners at the grocery store. But the magnet went on the refrigerator anyway, just in case.
Great Marketing Uses Thoughtful Design & Seamless Reordering
A month passed, and instead of forgetting about the purchase, my attention was drawn back to it in subtle ways every day. Here’s what stood out most:
Built‑in bag stash so changing liners is easy
Instead of scrambling through a cupboard for a new bag, there’s a discreet compartment right on the back of the can that holds liners and another one under the lid that holds the scent pod, keeping everything conveniently in one place. Rather than hunting for the refills, you can just change › dispose › go. No hunting, no frustration.
QR codes on bags that tell you when you’re running low
When you reach the last few liners in the pack, there’s a sticker reminding you you’re running low. It includes a QR code and a coupon code for 20% off. And, if you want, you can even sign up for a subscription to get bags sent to your door every month.
This is where they hooked me. Their quantity bundling, along with the coupon code actually saved money than if I were to purchase my usual liners at the grocery store. And since their liners are made specifically to fit this can, it keeps it looking neat and clean, without that ugly garbage bag overhang.
That’s not just good marketing, that’s helping the customer at the exact moment they’re thinking about buying more and reduces the mental load of having to do so in the future. It removes friction, adds value, and keeps the brand front‑of‑mind.
The Result: A Product That Earns Repeat Business
Once you’ve integrated the can into your routine, you start to feel the ecosystem: custom liners that fit perfectly and odor control pods that work. Here’s where things get smart from a business perspective:
Many brands treat consumables as an afterthought. A customer buys a product, and add-ons or refills are left to chance. Simplehuman treats consumables as part of the experience, extending it by solving additional problems for the customer, increasing repeat purchases, and creating compounding revenue streams for the business.
Why Great Marketing Doesn’t End at the Checkout & Why It Matters
You might be thinking, It’s just trash bags. But there’s a pattern here that matters for any business.
Simplehuman thought through every step of the customer’s journey.
From unboxing to daily use to reordering, the experience was mapped beyond the moment of purchase. Friction was reduced at every point, creating a shortcut through the know → like → trust marketing cycle straight to customer loyalty.
Why? Because to customers, this kind of convenience feels like care.
3 Marketing Lessons Worth Hanging Onto
This experience is a good reminder of how small, thoughtful interactions within our business and product/service experience influence our relationship with our customers. Here’s what to take away, and what you can immediately apply to your business:
1. Solve real problems, not perceived ones.
Removing friction, like hunting for trash bags, is a tangible improvement in everyday life.
Tangible action: Look at your product or service from a customer’s daily routine. What small friction points could you eliminate today? For example, could you create a one-click reorder link for a product, a simple how-to PDF, or a template that saves time? Even tiny improvements, like making instructions easier to follow or organizing files for easier access, can turn a “meh” experience into a memorable one.
2. Be present when customers need you.
Whether it’s a QR code, an email reminder, or a button on a website, make the next logical step obvious.
Tangible action: Map out the moments right after a customer buys or uses your service. Then pick one place to show up proactively. Could you send a short “next steps” email? Add a link to reorder a popular add-on? Or create a simple pop-up on your site with a coupon code for the product their viewing? The goal is to remove guesswork and make the decision easy.
3. Design for the long haul.
Consumables and accessories aren’t add-ons, they’re opportunities to solve more problems and deepen your relationship with your customers.
Tangible action: Treat what you might normally think of as “extras, like accessories, add-ons, or templates, as opportunities to extend the relationship. Ask yourself: what could I offer that solves another problem for my customers, even after the initial sale? Then make it easy for them to access. For example, a refill kit, a companion resource, or a monthly tip sheet can turn a one-time purchase into a recurring experience.
When a product does its job well, and a brand continues to show up helpfully, customers remember. What could this look like for your product or service?
Final Takeaway
Good marketing ends at checkout.
Great marketing doesn’t.
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This article is not sponsored, paid for, or affiliated with Simplehuman. All observations are based on personal experience and are shared for educational purposes only.
