Delivering Your Brand
Why Looks Matter
When you’re selling an item, you’re also selling a brand. Packages that arrive at customers’ doorsteps will serve as indicators of what you’re offering to them overall. If you can capture them with one product, you can potentially earn their business for much more.
The smallest details can be the difference between a recurring customer and a lost client. There are four basic aspects of packing that you need to get right if you want to deliver your brand consistently and impressively to the customer’s doorstep. We’re going to go over a few of them below.
Build a Better Box
As we previously suggested, the quality of the item can be determined just by the box alone. Here, the old saying, ‘Don’t judge a book by its cover,’ doesn’t quite apply so readily to marketing. Great box quality of the product says that that the customer is going to receive something really special, even before that box is opened.
And, of course, it’s not always about the cost: the most important thing is that the look of the box conveys your company’s brand and message.
Although you want an attractive box, you certainly don’t want to attract burglars. To prevent having your products stolen off the customer’s doorstep, you might want to consider using a plainer box. In terms of delivering your box, size does matter; two or three products together are oftentimes going to need a bigger box than one item being sent off by itself.
The Packing Slip – More Than the Basics
The first thing that your customers will see when they open the box is the packing slip. The slip includes critical information about the order, such as which items were purchased, plus information about the returns requirement and process. With this in mind, the packing slip should reflect your brand aesthetic as adequately as any other component of the package.
For each item purchased, the packing slip should include the following: item number and/or SKU, product description, size, color, and quantity. Listing items in a clear, grid-like fashion is ideal.
When shipping the package, also be sure to consider the brand’s values. If simplicity is what you would like to convey, a single sheet might be the better choice. If not, think about what message you would like to convey for your brand.
Sometimes, adding something a little extra can go a long way towards enticing the customer. That something can be a sample, a coupon, or a thank-you note.
Customers love coupons because they can ensure a great deal. Make sure that the coupon should be designed as thoughtfully as the rest of the packaging material.
With marketing collateral, you can let customers know about your latest products, best-sellers, or the top trends for the seasons with a piece of marketing collateral. A sleek look book or a postcard can certainly do the trick.
Tissue Paper – Wrap It Up Right
After you’ve already chosen the box, packing slip, and inserts that you’re most proud of, next comes the garment.
Make sure to use the tissue paper sparingly. Too much tissue paper will make it harder to find your clothes. One or two sheets will get the message across. Keep it simple. There’s no need to over-experiment. One color of tissue paper is sufficient.
Remember that since tissue paper is the last component of building your delivery, that makes it the base of your eCommerce order presentation palette. By giving the garments the special treatment, you’re telling the customer that they’re also getting something valuable and unique.
Delivering the brand is all about conveying the look of the product to market what’s inside. By focusing on these four crucial areas—the box, the packing slip, insert and tissue paper—while also delivering a fantastic product, you’ll make sure that ‘what they see is what they’ll get.’
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