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Number of First Impressions When making an online purchase, the first physical contacts customers have with a particular brand often deal with the package delivered to them. This is a unique opportunity for brands to create a favorable impression and strengthen their brand identity.
Number of First Impressions When making an online purchase, the first physical contacts customers have with a particular brand often deal with the package delivered to them. This is a unique opportunity for brands to create a favorable impression and strengthen their brand identity. Or messing around. While broken or poor-quality packaging sends a bad message, premium packaging can improve customer loyalty. Better yet: Recently, an Amazon retailer premiered a third-party ad on its packaging. Industry experts expect this model to be adopted by other retailers and distribution companies. Not only can using packaging as a billboard increase revenue, it could also introduce new ways of cross-branding and promotion.
Whether it is large-scale packaging or cross-marketing, one aspect of e-commerce packaging has been established: Customers care not only about the products they receive, but also the box in which they are delivered. According to the 2015 Ecommerce Package Survey from Dotcom Distribution, more than a third of 524 online shoppers said using branded packaging for online orders affects their perception of the brand or seller. This becomes even more important when you add social media to the equation: Thirty-nine percent of online shoppers have shared a product image or video on social media, creating a spark effect for brands that go beyond individual shopping.
Although premium brands have been using luxury packaging for some time, there are several solutions from companies such as Charapak in the UK, including reversible packaging and returnable packaging. With reversible packaging, the inside of the corrugated box contains a gift in the form of a gift wrap, while the outside is brown cardboard. Once a gift is received, the box can be turned into an attractive gift box.
Amazon’s largest online retailer has chosen a second time. The company has embraced third-party advertising on its delivery boxes in the first move. The first marked packaging contains yellow pill-shaped minions from the film Despicable Me. Putting ads on the ubiquitous Amazon boxes could be a smart move that could generate additional revenue. However, the company is answering questions about its future plans and whether additional third-party advertising campaigns are planned. Although industry experts say this is a model that can work for logistics companies like UPS and FedEx as well, they predict we will be inundated with shipping box ads as advertising would quickly open an appeal if it became commonplace.
Sutherland Packaging has designed a technology that helps companies make the most of their ecommerce packaging. The company has developed a method of printing directly into large or small corrugated units. This eliminates the need for lithographic label printing and saves cost and time in the process. It is also environmentally friendly because direct printing on cardboard is fully recycled, the company said. The graphics can also change quickly. Eric Stanton, Sutherland sales manager, sees a great opportunity in third-party advertising on e-commerce packaging: “With more and more people using this order and delivery method, it’s become a great advertising medium and cross-branding platform,” he said in an interview via e-mail.
One trend he noticed is particularly interesting: the more luxurious an item is delivered, the more inconspicuous the exterior of the package is. This is done so that no indication is given of the value the box contains, increasing security during the delivery process and minimizing theft. In those cases, elegant printed graphics are still there, inside the box. They are only revealed when the package is opened.