Customised packaging is becoming more popular as brands strive to differentiate themselves and make a good impression on their customers.
Traditionally, packaging has not been given much thought compared to other stages of the order fulfilment process. As long as the items were well-packaged and arrived at the customer’s door safely, it didn’t matter what was on the outside.
However, forward-thinking businesses now realise that a plain cardboard box is a missed opportunity to promote their brand and increase customer satisfaction. It elevates the unboxing experience for the recipient, building brand loyalty and increasing brand awareness via social sharing.
But what exactly is customised packaging, and what kinds of businesses use it? Why would you want to use it?
We explore the benefits of using bespoke eCommerce packaging, as well as some important considerations to take into account.
What do we mean by customised packaging?
Customised packaging means that the packaging is designed around your product and your specific needs.
You can take it further by adding your company branding, logo, colours and other unique details that will turn the otherwise unremarkable packaging into a visually-appealing, memorable representation of your brand.
Who uses customised packaging?
Bespoke packaging has been popular with small eCommerce businesses for a long time.
Etsy sellers, for example, often personalise the entire experience for their customers, adding a handwritten ‘Thank You’ note inside the box.
This makes the customer feel special and can give small eCommerce businesses an edge over large ‘faceless’ corporations.
Considerations when sending products in customised packaging
Before you decide to start using customised packaging in your eCommerce business, there are a few things you need to consider.
The fragility of the package
How the packaging looks is important, but you also want to make sure that it is fit for purpose.
If you are sending a fragile item, ensure that it is safely and securely packaged first and then focus on the aesthetics.
Cost-effectiveness of customised packaging
When it comes to customised packaging, the options are virtually endless. You can choose from a wide range of materials, sizes, colours, and just about everything else — but bear in mind that this can all add up pretty quickly.
To make sure you don’t get carried away, decide on the customisation features that will fit within your budget and stick to them.
The benefits of using customised packaging
Packaging plays a crucial role in the customer’s unboxing experience, but it is also quickly becoming a factor in their purchasing decisions.
A survey by Ipsos revealed the following statistics:
- Most respondents said that the design of a product’s packaging (72%) and the materials used to package a product (67%) often influence their purchase decisions.
- 81% said that packaging design can influence their decision when buying a gift.
It is clear that customised packaging can be an extremely effective way to boost sales and build your brand. There are also many other benefits of using bespoke packaging:
Brand awareness
Bespoke packaging can be a powerful marketing tool. It is an easy yet effective way to advertise your eCommerce business and differentiate yourself from your competitors.
It also helps the customer to make more of a connection between your brand and the product they’re holding in their hands, which is ideal for building brand awareness and inspiring user-generated content.
Customer loyalty
Consumers today have come to expect much more from their shopping experiences, driven by popular eCommerce trends such as social commerce and livestream shopping.
Customising your packaging is one way to meet your customers’ demands for a more personalised shopping experience. This is a simple yet effective tactic to make your brand more memorable, meaning that people are more likely to buy from you again.
Greater impact via aesthetics
We are living in a highly visual era of social media, where consumers have the power to make a small brand a household name by sharing photos, videos, tutorials and reviews.
Customising your packaging with aesthetics that match your brand can have a huge impact on your customers, which can quickly translate into more sales.
Increases perceived value
Going the extra mile with the packaging shows your customers that you care about them. It looks professional and increases their perception that whatever is on the inside is also going to be of an extremely high standard.
Protection of product
Standard, ‘one-size-fits-all’ packaging is often inefficient when it comes to protecting the products inside, and your customers will not be impressed if their items arrive damaged.
Customised packaging is the perfect solution to this problem, as it can be designed specifically to protect fragile items to ensure that your customers receive them intact.
Your complete eCommerce fulfilment provider
ParcelPlanet can provide your eCommerce business with a full range of order fulfilment services.
This includes not only storage, warehousing, delivery, tracking and returns, but picking, packing and kitting too.
You can depend on us to ensure your customer gets exactly what they ordered and that the product is in perfect condition.
ParcelPlanet will always strive to be your authoritative source on eCommerce and order fulfilment trends, so take a moment to check out our blog and our resources for the latest movements in the eCommerce world.
