How can a minor detail like a small gift in the package help your brand and its sales? The answer lies in the unexpected joy a gift can evoke.

According to Forbes magazine, the likelihood of a sale with an existing customer is 60% to 70%, while with a new customer it’s only 5% to 20%. This suggests that investing in an existing customer and in marketing activities to encourage their continued purchase is more effective from a salesperson’s perspective than investing in acquiring a new customer. Indeed, an investment in an existing customer is more likely to generate a profit. Therefore, nurturing existing customers, perhaps in the form of adding a gift, should not be underestimated. Such a gift can be any additional item or a short message of thanks.

The type of item, its purpose and also the brand identity should be behind the decision of what to include in the package. Think about what you can delight the customer with when unwrapping the parcel. In this case, the amount of resources you invest in the wrapped gift does not determine the intensity of the pleasure you will evoke. More important is the thought that puts a smile on the customer’s face. Therefore, invest more in time to think of the right type of gift.

Why is gift wrapping important?

• It represents relatively low-cost customer care.
• Can be tightly targeted and therefore effective.
• Thank them for their purchase with either a personalised thank you or a discount.
• You already know exactly what the customer wants, so you can send them information or a sample of a similar or related product, increasing the chances of a future purchase.
• A properly chosen packaged item increases customer loyalty to your brand.

Research by DiMaBay has shown that up to 87% of catalogues and marketing brochures added to packaging are read. The study also identified the requirements for creating successful gift packs. Percentages of the importance of the requirement are also provided.

• Packaging information with an interesting offer. (67 %)
• Clear and short information. (65%)
• A tailor-made offer for a specific customer. (63%)
• Easy to read information. (63%)
• Clear and distinct information about which retailer/brand the offer or information comes from. (59%)
• One package should not contain a large number of packaged items. (52%)
• The packaged item is dimensionally consistent with the package. (46%)
• The packaged item is creatively designed. (38%)
• The packaged item comes from a well-known brand or a well-known advertiser. (38 %)
• The packaged item is of good quality. (26%)

Validated ideas for gifts and other items added to packaging

1. Discount on next purchase

“Thank you for shopping with us! We have much more! Check back and take 30% off your next purchase!” A simple and nice gesture at the same time, which can be the best business decision that has the potential to multiply your sales.

You can use several formulations:

• You get free shipping on your next purchase with us,
• As a thank you, we would like to give you a credit of 300 CZK for your next purchase,
• buy from us again with a 30% discount.

2. A brand new catalog with a special offer or sample

Including a sample is an excellent enticement to encourage further sales. Packaging a catalogue with a special offer tailored to the customer can have a similar effect. Imagine you have ordered a soothing face mask from a natural cosmetics e-shop. However, they would also include a sample of the latest natural oil that perfectly complements the effects of your purchase. The packaged sample is an excellent tool to introduce customers to another product that they are interested in, and that they may not have otherwise known about.

3. A little surprise just like that

You can delight customers without making them feel like you’re trying to sell them another product. An inexpensive gift will surprise most people. If you sell clothing, you can add stickers, badges or a mint with a discount on your next purchase.

You can not only make the customer happy with the gift, but you can also promote a sense of your brand. A carefully chosen item aimed at directly promoting your brand is an excellent marketing tool. Teen brands, environmentally focused brands, brands that stand for certain values or appeal to specific target groups can include an item in the package that will support the customer’s brand mindset. For example, if your e-commerce store sells tools and accessories for gardens, a customer who orders a set of self-watering pots from you is guaranteed to be delighted by a miniature packet of meadow flower seeds. Not only will you make him or her extremely happy with an inexpensive gift, but you’re also spreading awareness of your brand, which is attentive, and which knows its customers.

4. A cleverly worded request

Packaged items can be a great way to solicit a review from a customer or ask them to share their experience on social media. However, such a request needs to be cleverly worded.

5. Handwritten thank you notes

The easiest, cheapest and most personalised item you can include in a package is a handwritten thank you note. This simple gesture is specially suited for start-up online stores. It represents a competitive advantage that large established e-shops can no longer realize. Therefore, use it to your own advantage.

For example, the paper that is included in every package and includes a recap of the order can serve for much more than just a proof of delivery. Include a nice note telling customers how glad you are that they made a purchase with you.

Some quick tips on how to write the best thank you note to your customers.

• When your finances allow, use quality paper and writing instruments.
• Address the customer by their name.
• Express your gratitude and the reason you are sending a personalised message.
• Write a specific detail describing your delight in their purchase.
• Mention your future interaction with the customer.
• End your thank you note with a professional and kind parting signature.