Easing travel restrictions

Editor's note: Bob Bengen is director, marketing research with Samsonite Corporation, Denver, Colorado.

The Samsonite Corporation realized early in its existence the value of consumer input in new product development. The marketing research function began in 1957, and in the ensuing 35 years, it has played an important role in Samsonite's success, first with the Silhouette line of luggage. which became the industry standard in hardside luggage, then with other products, such as Ultralite. which is 25% lighter than similar softside luggage on the market. The recent development of the successful Piggyback line of luggage reflects the importance of marketing research for Samsonite.

Piggyback luggage, which includes a full-size model and a carry-on model, is now the top-selling style of our hardside luggage. This wasn't achieved through luck, but rather through up front research, concept research, and product research to listen to consumers' concerns, act upon them, and then determine if these concerns were met.

To understand the importance of Piggyback to Samsonite, it is necessary to understand the environment in which it was developed. At one time, hardside luggage was the dominant type of luggage, capturing over three-quarters of the U.S. market. Its dominance has diminished over the years to where softside luggage is now the most preferred type of luggage. (Interestingly, hardside luggage still dominates the European and Japanese markets, as well as the Asian and Middle Eastern markets.)

In 1986, when this trend was in full swing, Samsonite's management was understandably concerned about the future of hardside luggage. Management was searching for a break-through, patentable, hardside product to rival the softside break-through of Samsonite's extremely successful Valet Garment Bag. While Samsonite does more than half its business in softside luggage, it has an advantage in hardside luggage due to its expertise and cost-efficiencies with production methods.

Luggage exploratory

Development of Piggyback luggage began in 1977 when a qualitative study, called a luggage exploratory, was conducted to focus on the issues that people have when they travel. Eleven mini-focus groups (5-6 people) were conducted with respondents who had previously completed a Yankelovich Monitor screening questionnaire, so that each group represented a particular lifestyle segment. The Yankelovich Monitor provided the size and characteristics of specific lifestyle groups and social trends. This served as a background from which new products and advertising were developed.

The groups were skewed toward "Forerunners" and "New Conformists" because these people were our target groups. Forerunners were youthful, educated, self-expressive, interested in individuality, and well-traveled domestically. They also took spontaneous weekend trips and automobile trips. New Conformists were also youthful. They were socially diverse and upwardly mobile. They traveled moderately, took more planned short trips, and traveled more by air for pleasure. Together these two groups represented about 40% of the population.

The focus groups proceeded from a general discussion of travel related problems to a more specific discussion of travel away from home, luggage used, packing, checking or carrying on luggage, luggage image, and ideal luggage.

Both men and women said that any pleasure from traveling was diminished by, among other things, transporting luggage, especially in air travel with long walks from car to gate.

Later in 1977, initial concept research was conducted to determine which direction to take in new product development. A total of 400 respondents - again pre-screened with the Yankelovich questionnaire and skewed towards women - were interviewed. Respondents viewed a series of black and white drawings with a brief description of each idea and then rated their interest in the ideas. One of the more appealing concepts was "a line of luggage that can be strapped together "piggyback"' fashion."

The transportation of luggage in general and the weight of hardside luggage in particular continued to be key issues in subsequent problem detection studies.

Developed prototypes

One of our designers, working in conjunction with marketing and marketing research, started development of a prototype of a revolutionary hardside case with wheels. Most full-size luggage today, be it hardside or softside, has wheels to aid in moving the case. What was so new about this luggage was that it had only two large wheels instead of the usual four and that the wheels were on the side of the luggage rather than on the bottom.

Obviously, this arrangement would be unstable without a handle for balance when pulling or pushing. In creating the handle, the designer also incorporated some untraditional ideas: a telescoping handle and a self-retracting strap. The patented handle, invisible when not in use, would incorporate a spring- loaded strap, so that other items--briefcases, handbags, other luggage, and so forth--could be loaded on top of the Piggyback and secured. In essence, the Piggyback had its own luggage carrier, but without the extra weight and inconvenience of a separate piece.

Concept screening

In 1986, in the midst of management's concern about the fate of hardside luggage, a concept screening of the Piggyback, then labeled "Innovative Deluxe," was conducted. One hundred respondents were mall-recruited for the screening. All respondents needed to be between 16-60 years old and had to have purchased a travel bag in the past three years and to have used one in the past year. All interviews were conducted on a one-on-one basis, so that any questions about operation could be answered and noted for future reference in preparing advertising and merchandising materials.

Respondents examined a series of rough drawings outlining the features and use of the Piggyback concept and then rated the product, both after concept exposure and after actual use, on a four-point purchase interest scale. While about six out of ten liked the idea after concept exposure, after-use ratings increased to over seven out of ten. The study concluded that, "The purchase interest in the Piggyback case is consistently testing at a high level among the total population of luggage purchasers."

Model tested

A production model of the Piggyback was tested in 1987 using one of Samsonite's unique testing methods, the "famed" parking lot test. Various Samsonite personnel who were frequent travelers, from the president on down, tested the Piggyback on an outside obstacle course, rolling the product over curbs, into ditches, over gravel, etc., for our own version of a Consumer Reports test. We included men and women and tall and short people.

Everyone loved the Piggyback. It gave them the security and packing ease of hardside but alleviated their concerns of weight and transport. It moved easily, with stability, and provided a way for them to carry their other luggage and things piggy-backed on the cases. The Piggyback was introduced at the 1988 Luggage Show using a mock-up of the same obstacle course, and it received rave reviews from the attendees who gave it a "test drive."

We did not, however, rest on our laurels. Earlier research had shown that, while some people check their luggage for air travel, many more carry on their luggage. Obviously, the original full-size Piggyback was not suitable for carry-on.

Distinct criteria

We had some distinct criteria for developing the Piggyback carry-on: it had to have all the features of the large Piggyback - the wheels, the disappearing handle, and the automatic strap; it had to be small enough to wheel down an aisle and stow in most overhead compartments; and it had to have sufficient space to allow for adequate clothing.

In 1988, when we had a prototype of the Piggyback carry-on, we again used both qualitative and quantitative consumer research to expose it to travelers.

The qualitative research was done with two focus groups of flight attendants. While flight attendants were seen as a target group, the main reason for wanting to talk to them was their vast experience with carry-on luggage, both personally and by observation. The objectives of the study were to understand carry-on usage, identify problems encountered with currently available carryon luggage, and assess the appeal of the Piggyback carry-on.

The attendants noted that carry-on space was becoming limited, overhead compartments varied by plane, and separate luggage carts, while used by necessity, were not liked. Reactions to the Piggyback carry-on were very positive. The attendants especially liked the handle and the vertical alignment of the luggage for walking down narrow aisles.

Competitive carry-one

The specific quantitative research on the Piggyback carry-on, which we call a competitive edge test, was designed to see how the Piggyback carry-on fared against other Samsonite and competitive carry-one. In this way, the appeal of the Piggyback carry-on could be assessed against the competition and its cannibalization of other Samsonite products could be determined.

A pre-recruit was used to find people aged 16-60 who had purchased a travel bag in the past three years and who had used one in the past twelve months. A total of 200 respondents took part in the study. The respondents examined both the exteriors and interiors of the carryon luggage. The luggage, with retail prices attached, was displayed in two groups: one with merchandising materials and one without any materials. All the luggage could be wheeled, lifted, and carried to evaluate them more realistically. Questioning focused on first and second choices, likes, dislikes, and reasons for choosing and not choosing the Piggyback carry-on.

Well received

The Piggyback carry-on was well received. The results showed the product's strength with frequent travelers, just the target we wanted to attract.

With reactions so positive, we made a few cosmetic changes and production began. In 1990, the Piggyback carry-on joined the full-sized Piggyback in luggage departments in stores throughout the United States.

Currently, by our estimates, the full Piggyback line has been so successful that its sales are, in effect, greater than those of some entire luggage companies.

The success of the Piggyback line is due to many factors, not the least of which is marketing research, thus adding to the proud history of marketing research at Samsonite.