Black Friday packaging: make an impact with your brand (2/3)

After addressing the importance of infill packaging on Black Friday, today we want to show you how you can take advantage of the Black Friday campaign to reinforce your brand communication strategy through the presentation of your packages and bags.

Branding through packaging is essential in both online and physical commerce. In the case of e-commerce , packaging is the first physical contact between customer and brand, between consumer and product, and in the case of a shop, packaging becomes an ideal way to advertise your brand and your campaign.

Surprising as it may seem, not all businesses are aware of this. The data is undeniable. According to the study Transforming e-commerce: Why poor packaging is bad for business and how to avoid it dS Smith study:

• 39% of UK shoppers have received an order that was poorly packaged.
• One in five have been annoyed or disappointed by it.
• 26% say they would not buy from an e-commerce site again after picking up a poorly packaged order.

convinced of the reasons why you should pamper the appearance of your packaging more than ever on Black Friday, now it’s time to think about how. Here are four packaging optimisation ideas from RAJA® that will intensify your brand’s impact on both new and returning customers. Try them out!

1. Personalised and omnichannel design

The advance of omnichannel shopping, set to explode this Black Friday, is an opportunity for you to invest in:

• The customisation of your packaging.
• The unification of the packaging design used in your warehouse for the preparation of orders with the packaging used in your physical shops.

This is essential to transmit a consistent brand image in a scenario where online and offline are merging, with the generalisation of practices such as:

• Click-and-collect: buy online and pick up your products in-store.
• The return of e-commerce purchases in the shop.

The homogenisation of packaging design for this omnichannel environment has another great advantage: cost savings. Centralising the selection and configuration of boxes, bags, fillers, etc., for the warehouse and shop usually results in better prices. The key is that you will buy a smaller number of items, but in greater quantity, so you can benefit from volume discounts for large accounts.

2. Design adapted to the seasonal campaign

On the other hand, it’s not just a matter of choosing customised packaging for your brand… but also of adapting it to the seasonality of the business. Your packaging should speak of your identity and also announce loudly that it’s Black Friday. Some very simple ways to achieve this are: Order some stickers or stickers:

• Order stickers or personalised adhesive tape exclusively for Black Week orders.
• Limit yourself to black/white printing inks.
• Prepare cardboard tags with a hole and metallic thread to hang with a thank you note.
• Use envelopes and gift boxes– remember that a large part of the population does 50% of their Christmas shopping during Black Friday.
• Include a motivational message, a promotional code or an eye-catching drawing on the back of the lid.

3. Conveying your brand values through packaging

In addition to investing in personalised packaging for Black Friday, you should not overlook subtle details that contribute to conveying your brand values. For example, if one of them is respect for the environment, your packaging should adhere to two principles:

• The use of EcoResponsible packaging, made from recycled and recyclable materials.
• A commitment to eliminating superfluous packaging, which not only saves you money, but also prevents excess packaging from damaging your brand image.

4. Generating social engagement through packaging

With the three ideas above, you’ll achieve a Black Friday packaging score of 9. How do you get to 10? Easy. Keep in mind the purpose of generating social engagement through packaging.

millennials are the generation of the future unboxingoffer them attractive packaging and they will have an irrepressible desire to share their unpacking experience on social media. This will give birth touser-generated content, which in terms of marketing and brand building brings you benefits such as:

• Credibility: Positive comments from a third party about a product receive more credit than those made by a stakeholder.
• Multi-platform impact. The unboxing narrative can be developed in multiple formats and platforms: a video on Youtube, a tweet on Twitter, a post on a personal blog, a publication on Facebook… Perhaps this way you will start to have a presence on a social network where you were not even present before.

Don’t miss the opportunity to succeed on Black Friday with one of the most powerful marketing and loyalty tools there is: packaging. At RAJA® we can help you create a packaging that communicates the essence of your brand. Contact us, we are waiting for you!