Ecommerce brands of all shapes and sizes are looking for the same thing: a steady flow of happy customers who want to spread the word of how great their products and services are. To do this you’ll need to stand out, and it can be natural to focus heavily on your online presence. It’s important though not to overlook that vital moment when your product reaches the hands of your customer, as this is an experience that needs to be memorable for them. One of the simplest and most effective ways of making sure this happens is by using customised packaging, so here we’ll take a look at how to make sure your packaging is personal and memorable so your business stands out.
How can a custom box boost your bottom line?
No one has the luxury of a limitless budget. Whether it’s putting together the perfect Facebook ad or finishing off a complete website refresh, you as the business owner need to be sure you’re spending wisely before parting with any of your hard-earned cash.
So why invest in custom boxes? For a start, there’s research that shows that if your packaging stands out it directly impacts brand perception. A study by Dotcom Distribution found that packaging can give the store a premium image and feel, it reinforces the idea that the brand is “for people like me”, it can get people more excited about the product and, especially if it’s a luxury brand, reassures customers that the purchase was “worth it”.
What’s more, according to the same study, 40% of customers said that they were more willing to make repeat purchases if an order came in upscale packaging. It’s also likely that customers are more willing to share images of their products if they actually feel premium — all the way down to the packaging itself. So, far from being merely a nice thing to have, standout boxes can boost your brand image in the eyes of existing customers and can even help get your products in front of a greater number of potential new fans.
To illustrate what’s possible, here’s a rundown of some of the most popular customised packaging options — and ideas on how to put them to work.
It’s important that you take plenty of care when you package your products — especially if they’re on the more delicate side. You’ll need to carefully pick the best protection to avoid damaging them in transit and facing monetary loss, making sure that they get to the customer’s doorstep in mint condition. If you’re selling vintage vinyl’s, for instance, you’ll want to make sure you pick a solution that fits it perfectly to ensure it doesn’t rattle about or get damaged in transit. A precisely fitted rigid mailer with reinforced edging would work perfectly here, along with a ‘fragile’ sticker on the side for added protection.
Rather than having products thrown about in one-size-fits-all boxes, it’s far better to scope out a range of packaging options and to take into consideration the size, material and any other factors that might be important. This is a vital element of customisation: showing customers that you know your stuff, right from the moment those items arrive.
Making the package match your brand image
Aside from just making sure your products are well-protected, it’s also massively important for your packaging to reflect your brand image — especially if it’s a premium feel. If you sell a range of homemade soaps and beauty products, for example, you’ve probably already promised your customers some serious pampering. But forcing them to tear through multiple layers of industrial-strength cardboard is a pretty sure-fire way of spoiling this vibe for them.
Instead of opting for a plain square cardboard box, think about going for a more elegant, bespoke gable top box. This can give your customer the instant impression that your brand is luxurious and premium, keeping in-line with your brand image and giving them a better unboxing experience.
Putting your stamp on the box
Showcasing your brand image isn’t just about your choice of box. From simple embellishments to big bold print, there are plenty of ways to customise your packaging with your brand message, including:
Custom printed boxes
Not only do custom printed boxes tell your customers from the second they receive their packages that your brand is premium, it also reinforces to them that they’ve bought from a company that, chances are, they already like and feel personally attached to.
Typically, the cardboard is printed on before it gets formed into a box. If you’re sending out relatively large boxes, then you’ll have plenty of space to play with your design here. You could, for instance, opt for a random repeat pattern, where your name and logo are emblazoned multiple times across the box. For smaller packages, or even if you’re just going for a more refined luxury, you might instead opt for a single and sophisticated centrally-positioned logo in foil gold. Either way, by custom printing your boxes you’ll be giving your customers that premium and bespoke feel they’re after.
Customised additions to your packaging
Sticker-style labels and customised packing tape can be a quick and easy way of transforming a plain box into your very own branded package. And even just by taking a flip box and integrating some recycled tissue paper that matches the colour scheme of your website, you can continue and reinforce the customer’s earlier shopping experience — reinforcing your brand’s look and feel.
Inserts and finishing touches
It’s always nice to find something at the bottom of your package, whether it’s a mystery gift, a freebie, or an exclusive voucher code. Consider putting something special in as an extra surprise, even if it’s just a thank you card. This shows you really care about your customers buying from you, and they’ll be sure to appreciate the personal touch. This can be especially true for the likes of handmade items, where the addition of tie tags and decorative cording can surprise and delight recipients — precisely the type of first impression you want to give!
The bottom line
At the end of the day, your packaging says as much about your brand as your product does. Take the opportunity to customise it and you’ll be sure to impress your customers, giving them that personal value added service they’re after. If you haven’t found your ideal packaging solution, though, our range is designed to do just that. We offer a wide variety of postal packaging solutions, all with the ultimate aim of keeping your products intact during transit, improving deliverability, keeping costs down and enhancing your brand with a quality unboxing experience. If you’d like to find out more about our range, head over here for more information.