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Do you consider your packaging to be part of your marketing strategy? You should do. It’s an opportunity for your e-commerce business to deliver the “wow” factor, to make customers feel special and build excitement for what’s inside – there’s a reason unboxing videos are so popular on YouTube.
As an online retailer, you have fewer touchpoints with your customers than a physical one, so it pays to invest a little extra in the ones you do have. When your product lands on your customer’s doorstep, it’s the packaging that makes the first impression.
This Valentine’s Day, go the extra mile with your packaging and you’ll be rewarded with happy customers who will return to your online store again and again. It doesn’t have to be a pricey exercise – just a few creative, personalized touches will do the trick. Read on…
First things first. In the lead up to Valentine’s Day, customers ordering products from your online store are likely buying them as a gift for someone else. So, be sure to add two features to your website: the option for shoppers to include a personalized message with their order (which they can write during the checkout process), and gift wrapping. Busy customers will appreciate the latter!
Don’t miss an opportunity to sell your brand before the customer even opens the package. The exterior of the box is a blank canvas to which you can add your business’s name, logo (check out noissue’s custom stamps), slogan or something else to build excitement.
unboxlove.com teases “Get your date on” on theirs, whilst Nuts.com goes all out with fun, bold writing talking about the products inside.
This is the big moment…the unveiling that should make customers feel they’ve got something really special in front of them. A beautifully wrapped product with careful attention paid to color and design is the aim – in line with your brand, of course.
Companies such as Packhelp sell tape, labels, tissue paper and gift boxes which can be customized with your chosen designs. Check out Etsy too, for a wide range of custom packaging.
Even the tape you use can add a little magic – such as Scotch’s glittery offering. Finish off the wrapping with ribbon and a bow for a special touch.
It may be Valentine’s Day, but there are other ways to make the product feel romantic. Consider which packaging colors will best complement your brand – for example, this sleek black tissue paper conveys premium quality, whilst this gold-flecked option is more fun.
Is there a certain something that helps your brand stand out from competitors? Halo Top makes its low calorie count the focus point of its packaging.
Include your brand’s Instagram handle and relevant hashtags on the packaging. Before purchasing a new product, many people will search tags to familiarize themselves with it and see how others are using it. If the result of their search is lots of photos of attractive packaging, then you’ll imprint a positive image of your brand.
Include a thank-you card within the box to make customers feel valued – extra points if it’s handwritten! Australian eco brand Flora and Fauna includes handwritten notes in all its shipped orders. The company’s team members put on their creative hats and author poems, jokes and drawings for customers to enjoy.
Packaging inserts are a nice little extra that will delight customers and promote loyalty to your brand. You could include samples of other products within your brand range you think the customer might like, or use the opportunity to get rid of some of your excess inventory.
Traditional filler types for delicate shipments such as bubble wrap and packing peanuts aren’t the most attractive, and definitely don’t give a “premium” feel. Crinkle paper and natural wood excelsior are nice alternatives – and better for the environment!
It wouldn’t be a complete packaging article without considering the sustainability factor. Customers are increasingly concerned about the environmental impact of their online purchases – and the packaging their orders arrive in plays a significant part of that. So, what can you do to be greener?
Finally, once your creative masterpiece is complete, ensure it gets to your customers on time and in one piece by trusting DHL with your last-mile delivery. Apply for a DHL Express Business account here.