How can your packaging have an impact on your sales and your customers?

Creating effective packaging is an essential part of your customer satisfaction strategy. A well-packaged package builds brand loyalty and brands compete to offer the best packaging and ensure a quality image.

How did we move from simple brown cardboard to personalised packaging in all sectors?

Why do brands invest so much in their packaging and how can you make your packaging work?

Brand image also depends on the quality of your packaging

The packaging of your parcels is not insignificant: just like your product, it is the very image of your brand! This is particularly true in e-commerce, as the parcel becomes the only physical medium for your brand to the customer

It is therefore a determining factor in the relationship that you will establish with them. It is thanks to your packaging that you will give a good first impression!

Reminder: the most important functions of packaging

The primary role of packaging is to protect your goods so that they arrive at their destination in good condition, in the case of a delivery.

You should therefore design a simple package to make it easier to transport: avoid origami or any complicated decoration that would be damaged on receipt.

The main functions of packaging :

To provide optimumprotection for your goods during transport;
Tofacilitate the storage of your goods.

To improve your brand image

Your packaging is more than just a cardboard box: it provides a unique playground for promoting your brand image.

Here are some tips for customising your packaging:

Customise the adhesive ;
Personalise the label: with your logo;
Customise the cardboard: your logo, your story, instructions for use..
Customisation of the padding, tissue paper…

But beware, the visual is not the only criterion to take into account: you must also think about the appearance of your package and the choice of materials and textures.

The choice of recycled cardboard and environmentally friendly cushioning will show your commitment to the environment: if your company claims to have an image that respects the planet, this is obviously the right choice to make.
A kraft-look cardboard will give a luxurious image of your brand
You can also choose a cardboard with your company’s colours: this costs money, but the impact is immediately very strong. The customer will appreciate this extra attention.

For an impactful brand image, you can also play on the shape of your parcel: an original shape guarantees a unique brand image.

The Bergamotte brand, for example, has designed a cardboard box whose shape perfectly matches the bouquets of flowers it delivers to its customers.

This gives the brand an identity that cannot be mistaken for any other.

The advantages of personalised packaging:

It allows the customer to recognize your brand directly;
It allows you to differentiate yourself from your competitors.

Improve the customer experience

Your packaging is a powerful medium that can convey valuable information and stand out through practicality.

Take advantage of this opportunity to improve the customer experience by following these tips:

Promote the product “made in” by your company – if you have opted for recycled cardboard in the interests of the environment, this is an opportunity to point this out.
Make it easier to open your parcels with a tear strip or an adhesive sticker.

There’s nothing worse than a parcel wrapped in tape that you have to rip open.

Think about customer returns by choosing a package that can be reused by the consumer if they need to return the product.

A good tip: double tape for a package that is ready to be sent back.

The inside of your package is just as important as the outside

Beauty is as much on the outside as it is on the inside! To design effective packaging, you should not neglect the inside of your parcel: the messages conveyed will be immediately seen by the customer when they open it.

What can you do to improve your packaging?

Marketing your company in your package

There are different ways and tricks to promote your company inside your parcel:

A placement of flyers or a nice card prompting an action (recommend, like, share a photo of your order on Instagram…).
A source of information for your customers (instructions for use, legal information, information about returns or exchanges).
Goodies: like a tote bag, a nice card to keep, etc.

Packaging, THE way to differentiate?

Hugo Borrin, Director of Operations at Bergamotte, recalls that their bespoke packaging was designed before the company was even launched as it was to be the distinguishing symbol from its competitors.

Given the enthusiasm and the sharing of photos on social networks, the strategy paid off!

Aurélien de Meaux, co-founder of Cheerz, defines all the free goodies in the package as sweets.

The sense of smell: a real way to differentiate

This is another important aspect of standing out from the competition: smell. Thanks to perfume, the customer will immediately associate a smell with your brand

If they like it, an important emotional bond is created.

How can you play on the sense of smell in your packaging?

With perfume or a specific fragrance linked to your brand (green tea, coffee, chocolate, aromatic herbs, etc.).

For example, the brand Sézane systematically perfumes its packages and the clothes it ships with an eau de toilette created for the brand, and it is a great success.

Improving the customer experience through inner packaging

To improve the customer experience when opening the package, a few actions are enough:

Provide a customer-centric package with a cushioning material that is aesthetically unobtrusive and easy to dispose of – avoid Flo Pak® and opt for more environmentally friendly crinkle paper instead.
If possible, wrap your products in tissue paper rather than plastic.

Packaging is a very important criterion in your strategy, but be careful: it should not require too much investment!

You should keep in mind the return on investment and favour simple packaging that is practical to carry and open.

Avoid extravagance, sometimes a touch of simplicity, a logo and a smart message are enough to make your packaging a real marketing asset.

Conclusion: the three key points to remember

Packaging can give your brand a very strong identity through customisation: colours, shapes, logos.
However, it must remain simple and practical to use for transport, display or when opened by the customer.
The inside of the parcel must also be well cared for: think of simple tricks such as perfume, flyers, information cards.

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How can your packaging have an impact on your sales and your customers? | RAJA

Brand image also depends on the quality of your packaging