For ecommerce businesses, the shipped package represents the most direct touch point and connection with a customer. It also happens to be one of the most underused marketing opportunities.
Packaging initiated from a need to protect goods from being broken during the shipping process. However, if you are only focusing on function you are overlooking a huge marketing opportunity.
Why does the unboxing experience matter?
As an online retailer, there are fewer touch points to deliver delight compared to physical retail. Branded packaging is a way of providing additional value for your customer and your business by creating a positive first impression of your product and is – ideally, an impression that will both be memorable and shareable.
You’d be surprised as to how many people keep packaging that is ‘too pretty to throw out’ or they can see a way to re-use it in the future. If a customer keeps your postcard to put on their fridge, they are seeing your brand every time they go to make food (that’s a lot of times, especially now when people are forced to work from home and they are most likely procrasti-eating). If you have a beautiful box with nice tissue paper that is re-used to wrap a present, you have people passing on your brand to people who may not have bought your products before. The same goes for sharing the unboxing experience on social media.
A 2016 survey from Dotcom Distribution found 40% of consumers are likely to make repeat purchases from an online merchant with premium packaging.
The same study also found that premium packaging makes the brand feel upscale, as well as builds anticipation for delivery.
Source: Jewelery Bey Decor
Steps to creating a memorable and branded packaging experience
There are multiple elements that must work together in order to create the most impact and delight however it is not essential that you include every available option. Be strategic in deciding which elements of the unboxing experience best suits your customers and brand.
Depending on your product this may be a box, bag, or custom printed mailer.
We LOVE this simple and creative solution by concrete jellyfish co using dy-cutting techniques to achieve an awesome, custom result.
Check out her brand here: https://www.instagram.com/p/B3te3lgAjpg/
02. Tissue paper
By wrapping your product in tissue paper you are adding an extra level of excitement by building another later of anticipation into the unboxing experience.
Print custom tissue paper with your brand elements in a contemporary, aesthetic way and there’s a good chance your customer will re-use it to wrap gifts down the track.
Source: No Issue
We’re against using styrafoam and bubble wrap because we care about the environment and frankly it looks tacky. There’s lots of environmentally friendly filler options that keep your products and the environment safe.
Consider using ‘green wrap’ – it’s a naturally biodegrable alternative to bubble wrap. Not only is it great for the environment but helps make your product look premium.
If you are using tissue paper, a branded sticker can be used to seal the paper together. Or if you don’t wish to custom print on your box, try using stickers as a way to brand your packaging on a budget.
Including a few extra stickers as a gift paired with a short note is a nice way to thank your customers for their purchase.
05. Promotional material or a business card
Add in a postcard, business card, special instructions or a thankyou note to help your customers get more value out of your product.
For example, Dollar Shave Club sends packaging inserts, such as a printed newsletters, in their shipments. Because of the nature of their product, this printed content serves as great bathroom reading material that deepens the brand’s relationship with customers.
The possibilities are endless.
06. Packing slip
It’s standard practise to include a receipt or packing slip in your package however businesses tend to miss this as a marketing opportunity. Make sure it is branded, and even add in a coupon code to entice the customer to shop with you again.
07. Custom/personalised note
Connecting with customers through a personal, genuine note or card can make all the difference. Hand written messages shoe customers you care, and that there are real people powering your brand.
We can print custom note pads with your brand elements like these notepads that we printed for Art-Work Agency
This can be a great tool for writing hand written notes.
Or go a step further and print personalised mail using our new personalisation technology.
You can even print your brand or messages on tape these days.
09. Sample or a gift
Based on the customer’s current purchase or purchase history, you may also consider including a free sample of another product. Ideally, you’ll choose something your shopper is likely to be interested in.