With the rise of ecommerce, there are only a limited number of ways customers will have direct contact with companies in terms of physical goods. This is because of the fact that customers only have contact with these brands online and might not be able to physically touch their products until delivery.
The first impression customers get is of the package that comes to their door and not of the contents. That is why it is important to showcase products with impressive packing to elevate the unboxing experience and increase brand image.
Why packaging has taken a backseat
The list of things to think about when running a company can get overwhelming. This creates a few blind spots from a marketing standpoint that need to be addressed. One of them is the delivery and packaging experience for customers. When it comes to ecommerce, it is more important to create that amazing unboxing experience since you would want customers to share it on social media and even tell their family and friends about it. This way, it can create an organic and genuine interaction with other potential customers.
With traditional retail, it is clearly a different experience since customers are getting personalised service in a physical store location and is being surrounded by the products, atmosphere and so on. Now that first moment of truth with brands is happening in our homes with scattered piles of packaging materials. Think of all the work being put in looking for attracting and converting customers online. It will all be worth it when the package delights customers instead of focusing on the lowest possible cost to ship items.
There is a disconnect between brand marketing and fulfillment operations which can cause a real risk to customer retention. More resources need to be spent on the package to make sure brands get the most out of this important touch point with customers.
Opportunity to stand out
According to recent statistics, consumers believe a vast majority of brands and retailers are not doing a great job with their packages. This creates a great opportunity for brands to differentiate themselves and do marketing right on this touch point as well since it is an important one. It is understandable that not all companies can afford expensive and unique packaging. Custom printed tape is a great place to start since brands can have their name and message clearly shown on the box. This will increase brand recognition and retention without breaking the bank.