It's predicted that 83% of Kiwis will be shopping online by 2026. With this increase in online shopping comes increased competition, as consumers have easier access to a far wider range of options. So how can you increase your customer loyalty in an increasingly competitive landscape?
While there are many different ways to create loyalty among your customers and improve your competitive edge, one way we will discuss today is via branding. Having a strong brand can improve brand recognition, connect with customers, and shines a light on your company. This is especially important for ecommerce. You want your customers to connect their amazing experience online, to their continued experience of receiving your product. So how can you do this?
Custom packaging is one way you can deliver your brand experience to your online consumers. The rise in unboxing videos on both YouTube and Instagram Stories highlights the experience of receiving and unboxing a product purchased online. While it provides an opportunity for sponsorship for brands, it also provides a way for consumers to be entertained or surprised by a product. Gone are the days where packaging was simply about protecting your products during transit. Below we dive into some ways custom packaging can give your business a competitive edge.
Customer experience
Extending your customer experience to your packaging can help to connect the experience customers had on your website, or previously with your product, to the experience of receiving your product in the mail. If your brand is all about luxury, make sure your packaging reflects this with custom designed cartons or labels that also ooze luxury. If your brand is fun, think about how colour or images can be used on your mailing bags to portray this.
One example of extending the customer experience can be found from online fashion company, The Iconic. Their brand is about convenience and style, which is reflected in their mailing bags that they send their products in. The design matches their branding online, and the bag can be reused for returns if necessary. How convenient is that!
Make an impression
Branding gives you the opportunity to connect with your customers in a more emotional way. How excited do you feel when you receive a package in the post, and you know it's the thing you ordered online because the carton is branded?
First impressions count, so make your first physical impression with your customers a good one. Many customers feel disappointed if their product arrives in cheap packaging that may not have lasted the journey. Think of your cartons and mailing bags as part of your product, so you want this to make a good impression on your customers and reflect your brand well. If you make a good impression, your customers will feel good about their purchase decision and some of the uncertainty that can be felt when buying online will be removed.
The shipping process
It's not all about the person who receives the product at the end. Think about the process in between. Using custom packaging means your brand is visible during the shipping process, therefore elevating your brand exposure.
It's also important to consider how your product is protected inside the carton, as this will also have an impact on your brand. Making sure your products are packaged correctly to avoid damage will result in a positive brand experience, and less chance of negative feedback from something that could be avoided.
How can you use custom packaging?
There are many ways you can use custom packaging to deliver your brand message, this includes the packaging products you use. Below are some common and cost effective ways.
- Printed packaging tapes and labels: this is a great, cost effective option if you'd simply like to include your company logo or a simple message for your recipient.
- Printed tags: these work well for products that are hard to label with traditional stick-on labels. They can also be printed with your company logo or product details.
- Printed doculopes and mailing bags: these are great for smaller products, and you also have the ability to be quite creative with your design.
So as you can see, it pays to take the time to consider how custom packaging can enhance your brand, customer experience and ultimately competitive edge. If you're interested in finding out more about custom packaging for your business, see how Primepac can help you here or watch the video below.
