Discover the advantages of personalised packaging

1. Why choose personalised packaging?

Acquiring new customers… It’s a headache for many companies. A 20101 study found that the marketing cost of acquiring a new customer is five times higher than the cost of retaining an existing customer. Existing customers are not only more likely to buy your products, they are also more likely to emerge as brand ambassadors. And you know: what the heart is full of… So these customers provide a lot of free advertising to friends, family and colleagues.

Statistics show that personalised packaging encourages repeat purchases. Management consulting firm Bain & Company states that a 5% improvement in customer loyalty triggers a 25% increase in sales. Designing and introducing personalised packaging will indeed cost you some money, but the investment is worth it and will pay off, they argue.

Designing personalised packaging is very simple! For example, use a carrier bag in the colour of your corporate identity and you will immediately see a positive effect on your customer experience.

2. How does packaging promote purchasing behaviour?

How do you get consumers to know your brand? You do that by making your brand stand out, preferably everywhere. Packaging that stands out is then a handy and cheap tool. In any case, it is cheaper than an expensive media campaign on TV or radio.

Often, offering a great product is not enough. The customer wants to be blown away by a creative, fresh and above all unforgettable concept. If your package looks like any other package, the customer is not going to remember it. Our tip: offer the customer something he has never seen before. Be different from the competition. Only then will you leave a lasting impression and reach ‘top of mind awareness‘. Personalised packaging is a simple and indispensable tool for this.

Research shows that 72% of consumers automatically associate beautiful packaging with a high-quality brand. Personalised packaging shows that, as a company, you are proud of your brand and that you take the trouble to ensure a beautiful finish. Give your boxes or carrier bags your own touch and you will find that trust in your brand increases.²

3. Take inspiration from this personalised packaging

► Boxes with a little more

Everyone knows the colourful packages from Zalando, Bol.com or Coolblue. Their colours and design make them stand out immediately. Other big retail companies have been following this packaging trend for years. Their brand recognition has partly come about because of their eye-catching packaging that is memorable to consumers.

Looking for an overview of all types of personalised packaging? Then Rajaprint definitely comes highly recommended. Boxes, tape or carrier bags… almost anything is possible. Just add a pop of colour and your packaging material instantly looks much more attractive. When you’re ready to go one step further, you can take inspiration from the examples below.

► Packaging as a mirror of your personality

A customer is more likely to buy a product they feel connected to. It is therefore good to know exactly what your company or product’s target audience is. Customise your packaging based on age, gender or personality. Gender-specific packaging is a clear example of this. It uses a certain colour palette and gender-specific images and figures. And this works! Research shows that almost 37% of women are more likely to identify with gender-specific packaged products.³

► Turn your packaging into a collector’s item

A lot of big brands have already taken this step and now offer personalised packaging to their customers. This can be done in both targeted and non-targeted ways. You probably remember the successful Coca-Cola campaign a few years ago: everyone was looking for a bottle with their name on it. This campaign is a clear example of a non-targeted campaign. Bottle sales actually went up by 2% after years of sales declines.⁴

Nutella’s campaign probably also sounds familiar. At the time, customers could either put the sticker with their name on a jar of chocolate spread themselves in the shop or design a completely new concept online. This was an example of a targeted campaign. Each jar of Nutella was an original piece. These examples show in what creative ways you can add a personal touch to your packaging. Your packaging will soon become real collectors’ items!

Sources:
¹ www2.bain.com/Images/BB_Prescription_cutting_costs.pdf
² dotcomdist.com/2016-ecommerce-packaging-study/
³ www.packagingnews.co.uk/news/gender-divide-on-personalised-packaging-says-research-28-04-2014
4www.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519