How to Use Packaging to Show the Love
We’re not shy about declaring our love for all things packaging at PSI. The versatility and strength of packaging materials like corrugated boxes make them useful for anything from packing and shipping a wide range of products to building your own furniture and creating epic works of art.
For retailers, packaging is also the perfect medium to show customers that you care about them and their experience. In fact, according to a report by Sealed Air, “two-thirds of Americans (66%) believe the packaging of their shipment shows them how much the retailer cares about them and their order.”
Here are some tips on how to show the love through your packaging.
Consider inserting a short thank you note inside your product packaging to show customers you’re grateful for their business. “This is bound to make your customers feel appreciated, which is one sure-fire to make them want to come back for another purchase,” writes marketing strategist Gloria Kopp in an article for Packaging Digest.
Companies can score even more points with customers by including a personalized or hand-written note: “Nothing makes a customer smile more than receiving a personal note from the business they just bought from, and it’s easily one of the best ways to maintain and improve your customer loyalty ratings,” Kopp writes.
Small gifts inside a package—such as free product samples or coupons—are another great way to show customers your appreciation. Bonus: It also gives them a fun surprise when they open the box.
Give Them an Unforgettable Experience
Think of your packaging as more than just a container to carry your product from point A to point B; think of it as an experience—one you want your customers to remember and share with their friends. “Modern brands are being built more and more through experience, not through advertising or promotion,” writes advertising expert Joe Parrish in an article for The Dieline. “Modern brands are expected to delight consumers with unexpectedly amazing encounters.”
Parrish goes on to say that many brand managers “overlook the role packaging can play in extending (or reversing) the great experience a customer has with a brand.”
To create an unforgettable packaging experience, aim to increase your packaging’s wow factor. Consider custom packaging to help with this. Think creatively branded elements including logos and custom tape or stickers to make a lasting impression on your customers.
While you want your packaging to be memorable, make sure it’s for the right reason, though. The last thing you want is for customers to remember your packaging because it failed to protect the product during shipping.
Show Them You’re Socially Responsible
Consider using sustainable packaging materials, such as recycled corrugated paperboard, biodegradable inks, and responsible fillers, to show consumers that you care about the environment. Product packaging plays a significant role in how consumers view a retailer’s stance on environmental issues. In fact, Sealed Air reports that a third of Americans (34%) “say the packaging tells them about the retailer’s environmental policy and commitment, based on the type and amount of packaging materials used.”
With so much importance being placed on environmentally friendly packaging, brands have a huge opportunity to swing the consumer decision-making pendulum in their favor: “Packaging that’s recyclable or reusable is always a reason for a consumer to choose your brand over your competitor’s,” writes branding expert Joshua Conran in an article for Inc. “In fact, 52 percent of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact.”
To learn more about packaging and corporate social responsibility (CSR), read our previous post on the subject.
Do you need help creating packaging that shows your customers you care? Our talented team of graphic designers and structure engineers would love to help you accomplish this goal. Contact PSI today.