Is Your Retail Packaging Ready for its Close-Up?
2. Consider cost-effective packaging ideas. Many online retailers are surprised to learn how affordable premium packaging can be. Branded shipping cartons or customized carton interiors dramatically improve the appearance of shipped products without significantly increasing costs, giving e-tailers the ability to efficiently extend the brand experience to the customer's doorstep and beyond.
When it comes to social sharing, premium packaging gives brands a competitive edge. The average consumer receives three deliveries to five deliveries per month from online retailers. Branded packages stand out from the field of dull, brown boxes; they create a sense of enthusiasm that often translates into social shares.
For example, our client Birchbox uses a simple pink box to brand its packaging. When Birchbox customers receive a delivery, the packaging frequently invites inquiries from social networks or houseguests, generating additional brand impressions and creating opportunities for sharing on social media sites.
3. Align packaging with product requirements. In the race to develop cost-effective, premium packaging solutions, brands can't ignore the need to align packaging with product requirements. While low-cost gift boxes and tissue paper may be an effective packaging solution for some products, other products may require more robust and costlier packaging solutions.
So while it's important to match premium packaging with the brand experience, you also need to consider the types of products being sold when evaluating packaging options and developing realistic budgets for packaging materials.
It's no secret that social media is changing the way consumers interact with each other and the retail brands that are important to them. By paying closer attention to opportunities for premium, branded packaging, e-tailers can take a big step toward expanding their presence in the social space.