Unboxing is a thing. Yes, really. The internet is packed (pun intended) with videos of people unboxing their new purchases. The joy and exuberance associated with uncovering a new product are palpable. Nothing compares to the sheer pleasure of opening a box or peeling back a lid in anticipation of “The Reveal”. So, in this competitive environment, a business simply cannot slack in this department. Aside from creating a great product, companies now need to provide that extra wow factor—the one consumers crave and desire—and that means perfecting the packaging experience.
Packaging strategies have greatly evolved. Statistics show that e-commerce may quickly be replacing traditional retail shopping. A business’ delivered package has become the new storefront, presenting the company image in a professional and creatively branded box. It is therefore imperative that extra thought and research be allotted to the packaging strategy, perfecting the method in order to deliver the ultimate customer experience, thus driving engagement and loyalty.
So, how DO you wow a customer? The following creative tips on how to think inside the box should help you get started!
Create something precious. A box should be dazzling, delectable and drop-dead gorgeous! Fashioning alluring packaging that resembles a work of art will elevate a company’s brand, taking customer engagement to the next level. A great way to achieve this is by choosing a texture that matches the product to create an unforgettable tactile experience. Intertwining a company logo with a fantastic color scheme will also provide an optical adventure that will peak curiosity and incite a sense of mystery. It is also crucial to avoid clutter and understand the fine balance that exists between simplicity and the monotonous, and intricacy and chaos. Printing a design inside the box is another great way of boosting a brand. This can be achieved by simply adding a delightful splash of color or an opulent pattern.
Up your display game. Nothing turns off customers like an excessive amount of packing tape and unsightly packing peanuts, so it’s best to stay away from these traditional, frustrating methods. Instead, a box should be treated like a display case: everything should be clean and orderly. Industrial plastic fillers should also be avoided because they lack charm. Dividing spaces with folded corrugated cardboard, colored crinkled paper, custom inserts, inner boxes or cardboard tubes will create a truly memorable tactile experience. Custom tissue or rustic Kraft paper can also be used as wrapping material as long as the product isn’t too delicate. And finally, adding special details such as wax seals, embossed stickers, ribbon, metallic sacks or frosted plastic bags will polish off the entire look, communicating a high degree of care and professionalism.
Inserts that buzz. Inserts are a proven, successful tactic, so using them is an absolute must! Printing a highly targeted insert is a simple, cost-effective way of communicating with clients. Insert strategies are varied. They can be used to offer tempting discounts in exchange for customer reviews, discounts on wish list items, or more encompassing offers such as free shipping or next-purchase discounts. When used efficiently, inserts are a win-win for both the client and the company. After all, who doesn’t love a reward?
Make them smile. It’s all about the surprises! Sneaking in an unexpected gift or interesting product sample is an awesome way to delight customers and bring a smile to their lips, not to mention a clever opportunity to cross-sell other product lines.
Green is good. In today’s climate, it’s all about… well, the climate! Wastefulness is NOT a selling feature. Consumers are demanding ethical and sustainable packaging. Staying on point with minimal, easily recyclable packaging will facilitate the green initiative and make customers feel like they’re part of the solution. The packaging trends of 2019 are moving toward multi-purpose packaging that can be used in the home long after it has been unwrapped.
Delivered with love. A customized note can really amp things up. Business cards and postcards make a great template for a personalized thank-you note, and are an affordable way of showing appreciation. When it comes to expressing gratitude, and adding that personal touch, large-scale companies fall by the wayside, so personal notes can really set a company apart and create a lasting connection. When drafting a personal note, it’s important to include the individual’s name, mention details (i.e.: regarding their purchase), and add a charming note that conveys warmth and care. Writing a simple “Hi!” and adding a signature can also do the job.
Hang tough. A crushed package equals a crushed spirit, so protection is key! Once a product leaves the warehouse, it is out of the business’ control. Still, several precautions can be taken to ensure a pristine delivery, such as adhering to the shipping requirements of the chosen carrier and performing a crush test to make sure the box will survive the journey. Today’s shipping operations are hectic, so pasting a “FRAGILE” sticker all over the box simply won’t cut it. When a business takes responsibility over how their product arrives, the customer will notice!
