VanMoof Bicycles focuses on selling bikes online instead of through bikes stores. That means the company is reliant on shipping partners to get the bike to your door undamaged. VanMoof has the goal of 90% of the its bikes being sold online. Bikes damaged in shipping annoys customers and costs the company money.

Since the bike boxes are about the same size as a big expensive flatscreen television, VanMoof decided to make the box look like it had a television in it instead of a bicycle.

The result: shipping damage to its bikes dropped by 70% to 80%.

Why? I guess the delivery men and women treat TVs better than bikes.