Custom Packaging - Everything you need to know

Custom Packaging - Everything you need to know

Intro

Buying a product online these days is not only anymore about great online shop design. Customers expect an end-to-end experience, including a great online shop, stellar customer service and a unique unboxing experience. A study by Bain&Company found that 60-80% of customers, who are satisfied with a brand’s offering, do not return to do more business with the company that initially satisfied them. Thus, offering a unique experience is more important than ever. 

Still, the importance of custom packaging often gets overlooked, even though high quality packaging is more than just a container for your product. Before we dive into some insights and tips around custom packaging, check out our blog post on sustainable packaging, because you should keep in mind your brand’s carbon footprint when thinking about your packaging needs

In this blog post we will cover:

  • The unboxing experience - an underrated brand equity booster
  • What custom packaging can do for you
  • Custom packaging - what’s included

The unboxing experience - an underrated brand equity booster

Online buying is by now second nature to most of us. Brown and bland cardboard boxes have become a staple of our modern age, failing to excite you, when the package finally arrives. With E-Commerce giants like Amazon pushing packaging conformity, it is companies with individualized packaging, that have the ability to deliver a premium customer experience. 

But what should you do, to take advantage of custom packaging?

The first impression

A unique first impression does not only have the potential to spark your customer’s, but may also have a lasting impact on your customer’s perception of your brand. It is up to you how to make your brand stand out! We are visual creatures, which is why we save information as we see it. This is why attractive packaging can benefit your brand in the long run!

Make the unboxing memorable

Hand-written and personalized thank you cards are not limited anymore to influencers that show it off on their feed. Individualized packaging or inlays have become more affordable, which is why you should think about implementing them for your products. This way you can build a lasting relationship with your customers and motivate them to return for a repeat purchase!

Channel your vision for your brand into your packaging

Creating cognitive ankers with your customers through your packaging can help increase purchase rate. Through the use of colourful eye-catching packaging with your logo or brand name can help to achieve that. 

Moreover, you should channel your vision for your brand not only into your products but also into your packaging. Whether you are selling power tools or lipstick - your packaging should represent the products it contains. Working through appropriate inlays and filling material may enhance the representation of your brands. If you are unsure what to pick, we are here to help!

What custom packaging can do for you

Investing in custom packaging shows your customers that you are willing to go the extra mile for their satisfaction business. Here is how to use custom packaging to your advantage.

Create loyalty

Brand loyalty can be influenced tremendously by the choice of packaging. 40% of customers said that they are more likely to recommend a brand to a friend, if custom packaging is used. This effect thus helps two-fold, since your customers will likely return to do more business and recommend your brand at the same time to their friends.

Increase assumed value

Premium and custom packaging improve overall brand image. 60% of shoppers stated that they perceive a brand as more premium, if custom packaging is used. This can help tremendously in improving overall brand perception and return purchase rate

Custom packaging - What’s included

When it comes to custom packaging you can in general think of 3 categories: exterior packaging, interior packaging and filler/promo materials

Exterior packaging

Branded cardboard outer packaging is easy to procure, relatively inexpensive and will protect your inner packaging as well as products from damages through transportation. At the same time, branded outer packaging will help in building a premium customer experience, since a lot of E-Commerce brands to not bother to customize their outer packaging

Inner packaging

This is where a lot of merchants go nuts. Basically, anything is possible including different closing mechanisms for your boxes (e.g. magnets) or box shapes matching your product. In any case you should think of the experience you want your customers to have when they first interact with your product and choose the packaging accordingly.

Filler materials

Opening up a package is a little bit like Christmas - you usually know what’s inside but you are still super excited about what’s to come. Your customers will be even more delighted, if you can deliver something unexpected. Surprise them, e.g. with a hand-written personalized card or a product sample from another one of your products. 

Summary

Custom Packaging - quite exciting isn’t it? We would love to hear your thoughts and needs on this topic and would be thrilled to provide you with your ideal packaging solution! Get in touch with us :)