Is Brand Packaging Important to Customers?

By Ed Smith, freelance writer

Branded packaging may seem like a minor detail when it comes to ecommerce, but you might be surprised at just how effective it can be and how it could help your business to thrive over the competition.

In an industry that is as competitive as ecommerce, you always need to find ways to make your business stand out and this is certainly one way to achieve this.

Building a Connection

Packaging is much more than just a means for a business to safely ship orders to a customer and this is often a neglected area of this industry. These businesses have fewer touchpoints than a brick-and-mortar store so they need to take every opportunity to build a personal connection with consumers and branded packaging is one of the most effective ways to do this.

Creating Excitement

A consumer will be much more excited when they see a package that they have been waiting for come through the post with attractive branding printed on as opposed to just a plain brown package, plus it helps to paint your organization in a professional light. Not only this, but it is a great way to stick in the mind of the consumer as they will be reminded of your brand and this could lead to further sales.

Social Media

In addition to this, you might find that branded packaging could also encourage consumers to become your own social media ambassadors. A survey revealed that 39% of respondents had shared a picture or video online after receiving the delivery box and 60% were more likely to share a product image or video if it came in a gift-like box as opposed to a typical brown box. This could be effective advertising as 55% stated that watching an unpacking video had convinced them to buy the product.

Key Elements

It is clear that branded packaging is highly effective and can help a business to both attract and retain customers. So, what should branded packaging include? The box should catch the eye, reinforce the brand identity and create excitement so using the logo, company name and interesting designs can be effective. In addition to this, you can make the package feel more like a gift by including a thank you note business card.

Ecommerce is an incredibly competitive industry and brands need to do all that they can to stand out. Branded packaging is worth the extra cost because it can create excitement, reinforce the brand identity and stick in the mind of the consumer as well as help to create a strong connection with the target customer. Small touches like this can go a long way in a competitive industry and should help you to both attract and retain customers.

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