By Carrie Vestrand, Retail Strategist
A missed opportunity
A delivery vehicle pulls up in front of my house, the driver sprints up to my porch with a package…a package I’ve been expecting; I can’t wait to open it! It’s gifting season but truth be told, this is not a gift for anyone else but me. It’s a trap I fall into every year when shopping for my loved ones…it’s the old ‘one for you and one for me’ predicament. Ugh…I’m such an easy target! I grab a knife and slice the box open and look inside. Much to my dismay, my smile just turned upside down. Did this come from a big-box retailer? Nope. You would think so just by the disappointing and boring packaging used. Just a loose piece of bubble wrap and my receipt. What does this retail strategist see? A missed opportunity!
Why do I bring this up? In the big picture, does it really matter what the packaging looks like? Yes. As much as I was looking forward to the products, as a customer, I absolutely love it when the retailer adds special touches like branded or colored tissue paper, samples, messages, and extra fluff! Surely I can’t be the only one who feels the excitement of opening a package. I revel in the complete shopping experience, not just purchasing part of it. The ENTIRE experience! Packaging matters, folks.
When we speak of the customer experience, we really want you as retailers to think of this experience for your customers from start to finish, beginning to end. When they are opening the shipping box or the bag they take home from your store, this is where they further form their impression of you as a retailer. This is where there can be perceived added value to the purchase. Is this a place they will want to shop again? Was there anything that makes them happy that they chose your business as the place to make their purchase? You have the opportunity here to wrap it up (so to speak) and drive home what makes you special.
Independent retailers, this is your time to shine! You have an advantage as a small business in that you can make quick decisions and pivots to set yourself apart from the masses in how you show customer appreciation. Your brand is unique and should be part of the entire customer experience.
Packaging ideas and resources for retailers
Tis’ the season to be jolly. Tis’ the season to elevate your mailers and/or over-the-counter packaging, not just for the season…but into the future. Packaging matters to your customer and your brand, make it all about YOU! Check out the packaging board on TechTown’s Pinterest page HERE.
Following is a list of simple ideas that you can consider to make your packaging stand out and keep them coming back for more! Ask yourself…what can you do to up your packaging game?
- Branded shipping box or bubble mailer
- Color shredded paper (in brand colors)
- Branded or colored tissue
- Branded sticker to secure tissue
- Branded shipping tape
- Branded shopping bag
- Free samples (think beauty or skincare brands)
- Call to action (request to follow on social media)
- Call to action (review purchase)
- Coupon or code for next online or in-store purchase
- Thank you note
- Packing slip and/or receipt
- Spritz your tissue with a lovely scent
- Info card or sheet with upcoming events
If you would like to discuss packaging options or other ways you can improve your customer experience, sign up for a Strategy Session with a member of our team HERE
The following picture shows a retailer doing a great job with packaging when shipping product!