For fashion branded ecommerce businesses, the shipped package represents the most direct touch point and connection with the customer, it also happens to be one of the most under-utilized marketing opportunities for our merchants.
When was the last time you really thought about your packaging and unboxing experience? For many online retailers, the answer is usually never. Packaging in ecommerce came out of necessity for protecting the most important thing, the product that the customer ordered. However, as ecommerce evolves and as consumer habits shift, delivering a complete brand experience extends beyond the product itself and transcends into the whole experience.
In this post, you’re going to learn exactly how important a branded unboxing experience is along with all the tools and resources you need to deliver a remarkable experience to your customers that they’ll want to share with all their friends and family.
Let’s find out how.
What Is a Branded Packing Experience?
Simply put, a branded packaging experience is a thoughtful selection of packaging and shipping materials as well as the deliberate presentation of your products. Its purpose is to provide additional value for your customer as well as your business through the ability to create a memorable and sharable experience.
In ecommerce versus physical retail, merchants have less touch points to impress and wow customers with so it’s important to utilize every touch point you do have to create a branded experience that sets you apart from competitors as well as one that creates a memorable experience for your customers.
TrunkClub is one such company that has taken the customer unboxing experience seriously. To start, instead of choosing a standard box sealed with clear packaging tape, they opted for a custom printed box with a handle that resembles a trunk, closely matching and accentuating their brand.
From the moment a trunk from TrunkClub arrives at your doorstep, you know you're in for a great experience and one you probably can't wait to crack open.
Inside the trunk, the contents are thoughtfully laid out to create a presentation and experience when opened. To further build a custom branded experience for their customers, all orders include a handwritten card from a personal stylist explaining the selection of products. It truly makes you feel part of something special and exclusive.
It’s clear that a lot of effort goes into the unboxing experience to make the customer feel excited and delighted, but let's look at why TrunkClub goes to such extraordinary lengths to create this experience for customers.
Why Is a Branded Packaging Experience Important?
A big part of building a long-term, sustainable brand is bringing customer back time and time again. It's been covered many times in our newsletters and now here on our blog. It’s almost always less expensive to get a current customer to purchase again than it is to always find new customers.
In research we found that 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging.
In that same study, it is found that nearly 4 in 10 consumers would share an image of a delivery via social media if it came in a unique package.
"The value of premium packaging extends far beyond the customer experience into residual marketing effects. The experience goes beyond the online order to when the customer actually opens the beautifully wrapped package and shares that experience across social networks. That act of online and social recommendations drives loyalty from your customers and promotes brand awareness." - Maria Haggerty, CEO of Dotcom Distribution
Fundamentally, people like sharing great experiences. Going back to our TrunkClub example, if you do a search for "TrunkClub Unboxing” on Google, you’ll find thousands of blog posts, images and videos. Each one of those pieces of content were created by a customer, further helping TrunkClub get their name out there to more people, along with valuable back links to help improve their SEO.
Ways For You To Improve Your Customer's Brand Experience
Concluding the Branding Experience
Creating a memorable experience that leaves your customers delighted with an experience they will want to share can help build your brand be the competitive edge your business needs to not only get repeat business but also to attract new customers. Andy Dunn, the founder of Bonobos says it best:
“At the end of the day, you’re not building an e-commerce company, you’re building a brand that has e-commerce as its core distribution channel.”
Take the next few days to reassess your packaging. Consider how much you’re currently spending, your average order size and profit margins and assess what you can do to deliver a better experience to your customers that compels them to come back and share their experience.
Thanks For Reading
founder / GentRow.com
contributing author: Richard Lazazzera