In a recent article in Internet Retailer titled “Pretty packages can win over online shoppers, a new study says”, 83% of online customers say they would share an image of a pretty package with friends on Facebook (article). When it comes to packaging products for shipping direct to consumer through your ecommerce website, packaging can go a long way in helping grow your business and brand. Your customer’s all important first impression comes from the way your product is portrayed upon arrival. Here are some helpful tips on how you can make your first impression a lasting one when it come to ecommerce fulfillment packaging.
Cost vs. Beauty:
Know your price point and what your customer expects at that price point. If you are selling a $10 widget and offering free shipping it is understandable that the package may show up in a bubble mailer or a plain box with some crumbled paper. On the other hand if you are selling a $100 product and the customer is paying for shipping then putting in the extra effort to give the package that wow factor can be well worth it.
Outside the Package:
The outside of the box is obviously the first thing the customer sees when the package arrives. It is relatively inexpensive to put your company logo on the outside of the package. This is a great way to help your brand recognition not only with the customer, but also everyone that handles that package on the way to the customer’s door.
Use a quality box rather than a box that has been recycled over and over. While recycled boxes are good and highly recommended, after they are recycled time and time again they lose their durability and even tape does not stick as well as it used to.
Should you not want to spend the money for branded boxes, it is very inexpensive to have your tape branded with your company name or logo. This is a simple way to put your company name on the outside of the package without spending a significant dollar amount.
White Box Myth:
Many ecommerce companies want to provide a clean image and a nice white box with their logo stamped on the outside is a good way to present that image. This could not be further from the truth. Although the package may leave the fulfillment center looking nice and clean, as soon as FedEx, UPS or USPS gets their hands on it that will change. Nothing shows dirt and marks like a white box and by the time it shows up at the customers door step it does not portray the clean image you were hoping for.
Opening the Box:
While making the outside of the box look nice when it arrives is one thing, the real wow factor is usually when the customer opens the box. Many companies brand the outside of the box with their logo, but few take the time and money to brand the inside of the box. You can put your company logo on the inside, or have your company’s color scheme printed on the inside. These can be rather pricey, but it can really help with presentation.
There are many ways to add padding or dunnage to your shipment. Use colored or printed tissue paper to place inside the box as a slightly less expensive way. Definitely try to avoid using Styrofoam peanuts inside the box as those can be rather messy and annoying.
Creating a unique presentation for you customer when their product arrives is an excellent way to build your brand and sell more products. If someone takes the time to post a picture of your product as it arrives to Facebook or other social media outlets then you know you are doing something right.