Packaging is probably one of the most underutilized marketing tools. We all know how important are customers’ first interactions and impressions with your brand. However, the increase in online shopping and change in consumer behaviours, have revealed the importance of the ‘last impressions’. Product delivery is effectively the ‘last point of contact’ with your customer, so all the effort should be made to make it a memorable one!
Research shows that high quality & attractive packaging stimulates the reward-seeking areas of the brain that are associated with impulse purchasing. Furthermore, effective packaging can increase customer satisfaction, loyalty and sharing.
DotCom study found that
4 of 10 customers would share a picture of their online order if the packaging was attractive (sharing).
40% said they would be more likely to purchase again if their order came in a gift-like or premium package (satisfaction & loyalty)
‘The unboxing’ trend has shown the potential of the packaging as a very effective marketing tool. However, it is important to spend some time and explore what is important to your customers and how you want your brand/product to be perceived. Things to consider when you are posting your online orders:
Packaging Materials
This could be mailing bags, cardboard boxes, envelopes, gift boxes. The most important thing to consider is the quality so your products can be protected and not damaged during the transport. Increasing consumer awareness about sustainability has also become an important factor to consider when choosing packaging materials. 66% of customers have said that they are willing to pay more for goods that are produced sustainably (nielsen.com).
Packaging Size & Shape
Never chance posting products that do not fit into boxes/bags properly. An overloaded box/bag can easily break apart during transport, same as loose items could easily break and ruin customers experience. Additionally, in order to make it easy for people to share images of their packages on social media, make sure all items are packed neatly and are ‘photo-ready’. Use packing material (wood wool, tissue paper, protective packaging) and dividers within the box to help manage the placement of your products.
Branding
Branding creates a strong and lasting impression in the minds of customers. Branded packaging doesn’t have to cost a fortune, there are many creative ways to brand your packaging. Custom stamps, stickers, sleeves, tags, embossing stamps, custom tapes and more. For inspiration and ideas check out our “Creative Branding” Pinterest Board.
Finish
The finish of your chosen packaging should reflect your brand. If you want to be perceived like a luxury/premium brand choose gloss or matt lamination, gold foil, embossing etc. However if sustainability is important consider things like specialty inks, biodegradable ribbons, tapes or tags (don’t make the mistake of choosing eco friendly packaging and using sello tape to secure your package!).
Aesthetics
It’s all about the look! Your package must be ‘photo/video ready’ if you want your customers to share their experience on social media. Presentation and product placement is key, whether it is neatly packed using shredded paper or wood wool, or nicely wrapped in layers of tissue paper. Additionally, research shows people are wiling to pay more for premium gift-like packages, so take your time and create a consistent look of how you package your products. Make sure the colours of your chosen packages work well together, it could be similar shades or contrasting, or you could choose neutral to make your products stand out.
Packaging Add-ons
Add-ons are the ‘wow factors’ – something that will make your packaging stand out and will set your brand apart from your competitors. It could as simple as a handwritten thank you note, or a discount code (drive repeat purchases), free samples or small gifts.
The options are endless and don’t give up if you don’t feel you are not getting the return. It’s easy to underestimate the effect of these extra touches that make your customers feel special. The important thing is to find what your customers value.
