Carl Loader, Fulfilment Director at Asendia UK[1] discusses various ways packaging can be a core part of building a relationship between a brand and the end-user for a memorable customer experience.
Shopping online is fast becoming the method of choice for consumers. This especially rings true in today’s pandemic climate, with UK online sales increasing by 46%[2] since last year. There are golden opportunities for ecommerce brands because of the massively inflated demand, alongside a host of operational challenges associated with packaging and sending out goods. These include dealing with spikes in order volumes; proving the sustainability credentials of parcels; and providing the unboxing experience that shoppers expect.
Here are three ways to make your packaging a silent ambassador for your brand and overcome some of those challenges to encourage loyalty, and ultimately repeat purchases.
Innovative packaging solutions for brand strategy
Receiving a package containing ordered products may be the first physical interaction a customer has with your brand. Customers not only care about the product they’ve purchased, but about the package it arrives in as well. This first impression can make or break the brand-customer relationship; it can be the difference between losing a customer and gaining one for life.
There are various ways to convey who you are as a company with your packaging. Take Apple, for example. The brand is known for high-end, glossy, and refined products, and this is reflected in the top quality packaging used in shipping. While not every business has the budget of Apple, you can incorporate different, less costly ways to delight customers.
Whether it’s a cheerful greeting printed on a custom box or an inserted leaflet to show your commitment to sustainable packaging and service with helpful FAQ information, there are plenty of innovative packaging ideas to extend your branding further and make your customers feel valued.
For example, with the closure of pubs and cafes during lockdown there has been gradual acclimatisation to drinking at home. In line with this, flower sellers Bloom & Wild and gift company Not On The High Street, quickly made deals with these drinks brands to incorporate letterbox-friendly drinks into their offer. This just showcases how smart use of packaging can make the difference between a new brand’s success and failure[3].
Customised packaging for brand revival
Quick question. Why do shoppers get excited when Apple, Nike, or Louis Vuitton release a new product? It’s not only that these brands have built a strong name for themselves. They’ve also learned how to present their products in compelling and unique ways.
A recent survey from Dotcom Distribution[4] found 40% of consumers are likely to make repeat purchases from an online merchant with premium packaging. The same study also found that high-quality packaging makes a brand feel upscale, as well as builds anticipation for delivery.
Packaging simply means showing your customer that you’ve gone the extra mile to give them more than they bargained for. That may be as simple as a little thank you note or wrapping your product in some custom branded tissue paper.
Take women’s clothing and fashion retailer brand, Boden. They are a great example of how you can optimise your customised packaging without having to put in too much effort. Their packages include unique items, such as a personalised thank-you note, and a card explaining their commitment to sustainability. It’s simple but goes the extra mile in delivering a personalised experience to the shopper.
Customer-friendly return packaging for brand image
With the growth of e-commerce and returns linked, it’s no surprise that online returns packaging is an important concern.
Suppliers want to provide a great customer experience – extending beyond the purchasing to the goods return process, should a buyer be unhappy with a purchased item. Unsuitable returns packaging can cause problems for the customer and might lead to the returned item being lost or damaged in transit. This can be detrimental to your company’s brand image.
In light of this, the design or choice of the packaging must be taken into consideration. It must offer good protection and usability for a smooth returns process, enabling the item to be reused. Puncture resistant, reusable mailing bags provide a cost-effective solution.
Great product packaging speaks volumes about a brand’s personality and standards. Although brown boxes are still common, shoppers notice companies that make an effort in their packaging. This makes a difference when it comes to customer reviews and their impact on your company’s perceived brand value. Ultimately, thinking smarter about packaging can have a positive impact on your bottom line.
