It’s no secret consumers get excited when they receive a package that is more creative than a traditional brown box. Brands that understand this and have made an effort to provide unique packaging have created memorable experiences for their customers that improve their brand perception.
According to the 2015 Dotcom Packaging Study, 49 percent of online shoppers say premium packaging gets them more excited about opening the package and 61 percent say they feel it makes the brand seem more upscale. While the benefits of premium packaging may be clear for most brands, emerging retailers may think upscale packaging is expensive by definition. While completely revamping all packaging can be costly, there are fun touches brands can add to create an exciting packaging experience on a budget. Here are two tips for brands looking to maintain a premium brand experience while still being cost-effective.
While the benefits of premium packaging may be clear for most brands, emerging retailers may think upscale packaging is expensive by definition. While completely revamping all packaging can be costly, there are fun touches brands can add to create an exciting packaging experience on a budget. Here are two tips for brands looking to maintain a premium brand experience while still being cost-effective.
Ensure packaging is efficient AND marketable
FedEx and UPS will have even more influence over how an eCommerce brand packages their shipments in 2016. As shipping costs continue to rise, the easiest way a retailer can minimize costs is to cut extra volume, according to packaging expert Jeffrey Esses, Dotcom Distribution partner and VP of sales at LJR Solutions Inc.
If your product does not require the protection of a box, consider using poly mailers as an alternative. Poly mailers can be branded and just as attractive as a box, but can also be taped and adjusted to minimize package volume.
Further, consider how your packaging is both a logistics and marketing expense. Think about how your packaging can later be used as a visual reminder of your brand. Reusable bags or interior packaging can be used by customers long after they have unwrapped their order, continuously reminding them and others of their quality experience with your brand.
Use small, inexpensive details to convey a premium experience
A luxurious packaging experience does not require you to use all the bells and whistles. At a minimum, you need a brown box with your logo on the side. Without the logo, most shoppers will assume the box is from Amazon, according to Esses. Sturdy brown boxes also make it to the customer in better shape. Other colors (whether light or dark) show more dirt and damage than a brown box. Even though brown boxes are plain, the fact that they will make it to their final destination intact with your logo featured prominently speaks to how much your brand cares about the customer experience.
Another option, according to Esses, is to include a branded folder within the box. Make sure it is addressed to the shopper and holds the receipt, item care instructions and a personalized note. While cost-efficient, the folder also makes the shopper feel organized and informed. It can even be reused in the future and also helps customers keep track of receipts that might normally get thrown out with the tissue paper.
Creating an exciting unboxing experience doesn’t have to be costly. Small, inexpensive packaging changes can have a big impact for emerging brands that wish to create a memorable experience for customers. What really matters is that you stay true to who you are, and create experiences worth sharing for your customers.
Contact us today to learn how revamping your packaging (even if you are on a budget) can help you create brand advocates.