Personalised packaging: give your brand a “face”!
4min read
27/05/2019
What do you think: How many mail order companies use personalised packaging when they ship their products?
Back in 2012, it was just over a third, according to a study by Internet World Business of 40 selected online retailers. At that time, almost two-thirds did not take advantage of the opportunities that individually designed packaging elements offer them. Today, the number is probably higher. Why is customised packaging a competitive advantage?
Half of online retailers cite competitive pressure as the biggest challenge. At 30%, the most pressing problem is customer loyalty. Here, the personal approach is one of the keys to success.
Stand out at any price?
Use packaging to give your brand a face. Because the packaging is the first (and extremely important!) contact between the customer and your product.
Sure, there are those days when you just don’t want to stand out. So put on your blue jeans and a black T-shirt. Simple, classic, inconspicuous. It’s bound to work, you’ll blend in with the crowd. Just like your package, in plain brown, closed with transparent tape. Now the only question is: do you admit to your parcel having a bad day? After all, it’s going out to your customer! And he deserves a good-humoured, motivated “field worker” who announces the quality of your products in the brightest colours.
Personalising packaging made easy
It’s easy to show the “face” of your brand when it comes to packaging – and it can even be done “on a budget”.
For example, use strong strapping tape, packing tape or high-quality Cartons with your company logo, filling material such as tissue paper in matching colours, or customised Labels for printing. After all, the packaging is the first thing customers see when they receive your delivery – and first impressions count, as we all know. With the skilful combination of different packaging materials, you can create a uniform and memorable appearance. Because the recognition value increases with every moment your customer encounters your corporate design.
Direct binding through intelligent, subtle impulses
Especially with the so-called premium products (among others: Fashion, fashion, cosmetics…), for example, positioning has long been a key element of good brand strategy. In this context, the individual design of packaging plays a decisive role. The packaging should enhance the product, enrich the consumer experience and thus offer the customer added value.
Printed shipping packaging: Standard in online retail
A growing demand for personalised packaging, such as printed shipping cartonsis also being recorded by Rajapack. Personalised products now account for around 12 per cent of the packaging specialist’s turnover. Above all printed packagingpersonalised adhesive tapes and personalised labels are standard for many online retailers. Recently, there has been an increase in demand for packaging with interior printing inquired about. In general, there are signs of professionalisation: The industry has found a healthy balance between individualisation and profitability.
Personalised packaging accounts for around twelve percent of sales
Lower return rates through packaging psychology
Personalised packaging even reduces return rates! Daniel Kirin, responsible for marketing at Adnymics, explains why: “Beautiful packaging and a personalised insert almost turn any package into a personal gift – and who returns personal gifts?” (internetworld.de)
According to Kirin, intensifying the psychological bond can actually significantly reduce the return rate.
The customer receives a kind of purchase confirmation through valuable packaging: “The purchased product is of good quality. It is worthy of elaborate and high-quality packaging.”
Good packaging means appreciation
Satisfied customers who consciously remember your brand are worth their weight in gold for your image. This is proven by the Weber Shandwick study “The Company Behind the Brand: In Reputation We Trust”. In order to form an impression of a company, 88 percent of those surveyed use word-of-mouth communication, 81 percent rely on online research. In this context, 69 percent are particularly interested in the question: How satisfied was a customer with the product purchased from you?
Therefore, always consider your product and its packaging as a whole, because the packaging also says a lot about your quality as a retailer.
Wrap your goods in high quality, lovingly and with that certain touch of individuality - your customers will be pleased and the "face" of your brand will be remembered positively
