For ecommerce companies, the package provided is the most direct touch and connection with the customer. It also happens to be one of the most untapped marketing opportunities.
The packaging came from the need to protect products during the shipping process, but concentrating on function alone means that you may overlook the potential marketing impact of packaging. Good, branded packaging and unpacking is an opportunity to deliver a functional product and create a moment to remember for your customers.
What is a Branded Packaging Experience?
Overall, the branded packaging experience is a thoughtful choice of shipping and packaging materials, as well as how you choose to present your products delivered. Its purpose is to provide added value for the customer and your business by creating the first positive impression of your product – ideally one that is memorable and divisive.
Online retailers have fewer touch points that will give you satisfaction over physical retail. The benefit of online shopping efficiencies can come at the expense of a tactile, hands-on experience with the product before purchase. Why it’s important to pay special attention to the touch points you need to create an unforgettable brand experience for your customers and stand out from your competition.
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Why branded packaging is important
Building a long-term, sustainable brand means returning customers again and again. Recurring customers will spend more with your business, and investing in marketing retention and loyalty can move you away from a racing account where they are constantly trying to find new customers.
A 2016 Dotcom Distribution survey found that 40% of consumers are likely to make a repeat purchase from an online retailer with premium packaging.
The same study also found that the brand’s premium packaging feels premium, as well as expecting delivery expected.
Basically, people like to share the great experiences they have had. Start a “unboxing” search on Google and find countless blog posts, pictures and videos. Many of these pieces of content were created by customers and helped further a brand launch i give your name to more people there.
Creating a Custom Packaging Experience
Many elements must work in tandem when creating well-designed branded packaging and unpacking, but you must include every available option.
Instead, decide which packaging enhancements provide the best experience and highest value for your customers. Strategically investing in a handful of these items can greatly achieve creating an unboxing experience that your customers soon forget.
The most important element to consider is the main shipping container. Depending on your product, it can be a box, bag or polisher. White and brown corrugated packaging options were once rated as the only option because they cost cheap, sturdy, and certainly do the job, but may not create the first impression you are looking for.
Although the actual package represents the most significant opportunity to create a wow experience, it can come with a relatively high price.
2. Tissue paper
Wrapping the product into a piece of paper adds an extra level of excitement by building another layer of anticipation in the unboxing experience. Fabrics adapted for printed or colored paper are solid options to consider.
Traditional types of fillers include styrofoam peanuts, foam inserts, airbags or bubble wrap. Although bubble wrap is long-lasting fun for some of us, it is visually appealing and provides a superior feel. Other forms of packing fillers worth considering include sandpaper (colored or brown) and excelsior.
Labels are a useful option as versatile and fairly inexpensive. If you use paper, the label can also glue the paper together. Or instead of using custom box printing, try using labels to brand your packages on a budget.
You may also want to include a few extra stickers paired with the short note as a way of thanking customers for their purchase.
5. Promotional material or business card
Business cards are a cost effective way to add small promo pieces to your package. Remember, they must emulate the aesthetics of corporate business cards.
For example, the Dollar Shave Club sends packaging inserts, such as printed newsletters, to its shipments. Due to the nature of their product, this print content serves as a great bathroom reading material that deepens the brand’s relationship with customers.
You can also add a personal note or instructions to help your customers get more value for your product – the possibilities are endless and relatively inexpensive.
6. Packaging for packaging
It is a poor standard to include a receipt or packaging account in your package, but many businesses still use this as an opportunity for branding or marketing.
For example, in a high-end restaurant, the receipt is delivered at the right time, and is usually elegantly entered into the dining room or inside a closed folder. Put the receipt and packing slip in a package in a place that makes sense, but it’s not the first thing a customer really wants to see when they open a package.
When printing a packing slip on Shopify, you can customize its contents and design by adding or removing elements, such as logos or product images, using Fluid, the template language created by Shopify. You could also consider including a coupon code on packaging paper to encourage re-purchase.
7. Custom note
Although handwritten notes can be measured with great difficulty, new businesses are struggling to earn all customers. Connecting with customers through a personal, original note or card can make the difference – handwritten messages show customers that you care and that real people are powering your brand.
Pick a clear packing tape and move on, right? Not necessarily! These days you have a variety of colorful ribbon options available to complement your custom packaging. You can also create a branded bar a la Amazon for instant brand recognition.
9. Sample or Gift
Based on your current purchase or purchase history, you may also consider including a free sample of another product. Ideally, you will choose something that will interest you. For example, if they purchased shampoo, insert a small sample of complementary balm. This tactic can help you cross sell by introducing a customer to new products.
Custom branded packaging resources
If you are looking for custom packaging material to create a great branding experience with your customers, check out our shortlist below with some great suppliers of different packaging materials:
Envelopes and postcards
Cost of branded packaging experience
The downside of a custom branded packaging experience can be the associated cost. These costs include time and cost.
You need to decide, based on the average order size and profit margin, which options are financially feasible and which represent the greatest value for your business and customers.
Custom boxes and retailers are usually the most cost-effective involved in creating a personalized brand unboxing experience. To have your own custom printed boxes, you may require a minimum order of 500+ and a cost of $ 5 to $ 25 per box, while mailers will range from $ 0.25 to $ 3 for printed mail, depending on the size of your order – but you can only order 10 at a time from some suppliers. On top of that, consider having boxes add more weight to your shipment than poly mailers.
If your products require box protection, it may be worthwhile to opt for lighter packaging to save on overall costs.
Creativity can help you save on costs and achieve similar results. Consider pre-designed color boxes from places like Ark. These boxes come with much lower minimum orders and prices, as many as 25 boxes and prices vary depending on size.
Alternatively, search on AliExpress where very similar color boxes can be purchased with a minimum order of 50 units for sometimes less than $ 0.39 per unit (depending on size) and free shipping in most countries.
If you want to further customize the experience, consider adding printed labels with your logo from a service like Sticker Giant or similar.
In almost every case, the greater the amount of your order for different packaging materials, the cheaper the cost. Strategically plan items to use and send larger orders to reduce costs. In addition, consider the impact of any weight discrepancies when looking at the total cost of packaging. More weight means higher shipping costs, which can affect your shipping strategy overall.
Make your unboxing experience worth remembering
Creating a memorable unboxing experience can be a competitive advantage for your business to not only generate repeat purchases but also attract new customers. Andy Dunn, founder of Bonobos, says it’s best:
“At the end of the day, not only are we building an e-commerce company, we are building a brand that is an e-commerce core distribution channel.”
In the next few days, evaluate the packaging. Think about how much you currently spend, your average order size, and your profit margin, and evaluate what you can do to give your customers a better experience.