Practical Sales Training™ > How To Convert > The Refill Effect
What is it?
The Refill Effect is all about physical consumable products that are supplied not just in their original, physical packaging, but also in the form of a refill with much less packaging.
Why does it work?
It works because of not only the need to be Greener and the increasing commercial viability of an ECO offering, but because refills with less packaging are, by definition cheaper to create and sell which means savings for loyal buyers.
How can you use it?
If you have a physical, consumable offering, could you offer a “refill” version with less packaging?
Hypothetical Example:
A luxury hand soap brand sells their signature 300ml glass pump bottle for £12. Alongside this, they offer a 1-litre refill pouch for £20, allowing customers to top up their existing bottle multiple times rather than buying a new one.
This not only reduces packaging waste and appeals to eco-conscious buyers, but it also locks in repeat business because customers are incentivised to return for the lower-cost refill rather than switch brands.
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