Packaging accessories and why you need them
A brand’s end goal is to sell their product. However, actually getting customers to come back to you after the initial sale is another thing entirely. That being said, there is one very important aspect of business that can be a major player in getting customers to continually return to you: customer experience.
Packaging accessories represent an opportunity to have a creative and memorable input into your customers’ experience, and this is something small craft businesses, for example, are really starting to tap into.
This is a choice that allows for real diversity in your packaging accessories; there is so much more to it than just fancy wrapping paper and brightly coloured tissue paper. For small businesses in particular, presentation is absolutely essential for potential re-purchases. It’s fine for companies such as Amazon to send out plain packaging, because, realistically, no one is really that bothered by it – you know exactly what you’re going to get from them. Of course, you can request gift-wrapping which is a nice addition, but it’s not exactly game-changing. Small craft businesses, however, have to excel is in this area. Why? Because standing out is massive part of getting noticed.
As an example, the classic presentation bag has been a staple in gift packaging for some time, and will always continue to be so: let’s face it, they are good. However, that is also part of the problem – they aren’t new. Where gift packaging needs to go, and is going, is individual and personalised packaging. Let’s stick with the small craft companies that are doing so well at the moment, you will often find that the product you buy will arrive in delightful packaging that reflects what you have bought perfectly. So, on the one hand it negates the need for you to re-wrap it yourself, and on the other, and this is the most important aspect, you will remember it.
Of course, it’s all well and good simply saying that making it look amazing will make all the difference. So, what are some specific things you can do?
The little details
People notice the little things these days. You can really tell when someone has put time and effort into something – and packaging is no exception. It is these little details that will really help you stand out from the crowd, and really please your customers.
What is more annoying than receiving a broken product due to poor packaging? There’s no need for fancy safety measures here, the simpler the better really. There are a range of protective packaging options, from bubble wrap packaging for your glassware, to anti-static packaging for your smaller, more technical products. Having this variety of packaging at your disposal will make you a reliable option for customers.
Labels have been around as far back as you can think, and they obviously make up a fundamental part of packaging. Various improvements have been made in recent times: printed labels being an example. However, where do we go from here? What’s the next step? The answer lies, again, in personalisation. We are starting to see a massive upturn in this type of labelling, and it’s easy to see why. In essence, it’s the same principle as a greeting card: they are chosen with a specific person in mind. Therefore, the same can be applied to a label on a package. Creating that personal connection with the customer is what can help boost their loyalty, and make them come back for more.
Streamlining and reusability
For all the good attractive packaging can do to make you stand out, you still have think about current trends. For example, packaging that is recyclable, responsibly sourced, and minimal in terms of wastage is the hot topic at the moment – and should continue to be so. This also represents another opportunity to really get creative with your packaging. For example, a simple corrugated cardboard box, which you cannot recycle if it becomes wet, can actually be compostable instead. By giving the customer another use for the packaging you send them will really spike their interest in your company: in this case you’re being environmentally friendly – a bonus for anyone. Of course, this isn’t just limited to recyclable or compostable packaging, there are many ways you can reuse packaging – it’s just about how creative you want to be with it.
So, when it comes to packaging accessories, there is so much more to think about than plain old ribbons and wrapping. By understanding how packaging reflects your company’s ethos, and by making it personal to the customer, it can not only increase customer loyalty, but also be part of the process that attracts new customers.
Check out Davpack’s own packaging accessories section to find out more.
Latest posts by Sarah Hickson (see all)
- Increasing Sales in 3 Steps: Step 1 - 30th July 2018
- How To Pack On A Budget - 1st May 2018
- How the packaging experience differentiates brand from ‘seller’ - 19th February 2018