What to add to the package to keep the customer coming back to you?

How can an insignificant detail, such as a small gift in the package, help your brand and its marketability? The answer lies in the unexpected joy that 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 that will encourage their continued purchase is more effective from a retailer’s perspective than investing in acquiring a new customer. Indeed, investment in an existing customer is more likely to generate a profit. Therefore, nurturing existing customers, for example 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 product, 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 unpacking the parcel. In this case, the amount of resources invested in the added gift does not determine the intensity of the pleasure elicited. More important is the thought that puts a smile on the customer’s face. Therefore, invest rather in the time needed to think of the appropriate type of gift.

Why is gift wrapping important?

• It represents relatively inexpensive customer care.
• It can be narrowly 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 follow-up product, increasing the chances of a future purchase.
• The right 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 package giveaways. The percentages of importance of the requirement are also given.

• 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 enclosed item corresponds dimensionally to 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 %)

Proven ideas for gifts and other items added to the package

1. Discount on your next purchase

“Thank you for shopping with us! We have much more! Check back and take advantage of the 30% discount on 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 10 euros for your next purchase,
• buy from us again with a 30% discount.

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

A sample pack is an excellent enticement to encourage further sales. Adding a catalogue with a special offer that is tailored to the customer can have a similar effect. Imagine you’ve ordered a soothing face mask from an online natural cosmetics store. However, they would also include a sample of the latest natural oil that perfectly complements the effects of the product you purchased. A packaged sample is therefore an excellent tool to introduce the customer to another product that they may be interested in, and which they may not otherwise have 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.

By giving a gift, you can not only make the customer happy, but also encourage a mindset about your brand. A carefully chosen item designed to directly promote your brand is an excellent marketing tool. Teen brands, environmentally-focused brands, brands espousing certain values or appealing 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 garden tools and accessories, a customer who orders a set of self-watering planters from you is sure 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

Wrapped 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. A handwritten thank you note

The simplest, cheapest and most personalised item you can add to your 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 and 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. Add in a smiley message telling customers how happy you are that they shopped with you.

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

• If your finances allow, use good quality paper and writing instruments.
• Address the customer by his/her name.
• Express your gratitude and the reason why you are sending them a personalised message.
• Write some specific detail describing your delight in their purchase.
• Mention your future interaction with the customer.
• End your thank you message with a professional and sweet goodbye signature.