Nowadays, there is much more to product packaging than a standard cardboard box. From the use of custom colours & branding, quotes and even freebies, there is so much a small business can do with custom packaging. But why is personalised packaging important?
Product packaging plays a key role in the overall experience your customer has when shopping with you. From contemplating what to buy, making the initial purchase and the excitement of waiting for your package; you want to top off that experience by sparking joy when they open their parcel. People are less likely to look forward to opening a plainly packaged amazon parcel as they know what to expect, but when it’s custom, it adds a whole other element of excitement.
You might not have first thought so, but your packaging plays an important role in your marketing. After all, it’s marketing material that 100% of your customers will see, so you want to make the best possible impression. Now that you know a little more about custom packaging, let’s find out more about the benefits of it to small businesses.
1. Create a great first impression
As you know, first impressions are everything. So why not use the opportunity to impress your customers before they even get a chance to see the product they have purchased from you? If your customer can see you’ve put a lot of time and effort into your custom packaging alone, it sets a precedent for the perceived quality of your product. On the other hand, if you use cheap, plain and boring packaging, the experience just won’t be the same, and the same positive impression won’t be made.
2. Custom packaging lends itself to social media
How many times have you seen someone you follow on Instagram sharing a snap of their recent purchase and its packaging? This is especially the case if they’ve been wowed by the packaging (and it’s Instagramable of course!). In fact, 40% of consumers will share an image of your packaging on social media if it was unique or branded.
A trend that’s grown over the past few years is unboxing. In this, a person goes into great detail on their experience opening the package, as well as their first impressions of the product. If this doesn’t show people are interested in product packaging – we don’t know what does! Not only is this great for brand awareness, but it also encourages those watching to purchase the product themselves.
3. Repeat purchases
According to research, 61% of us say we are much more likely to make a repeat purchase if it came in premium packaging. This shows us that the unboxing experience now plays a key role in creating a loyal customer. It’s your job to make sure each step in their experience is fine-tuned, from their time on the website to receiving their order, opening their parcel and even the returns process. If one step in this journey dissatisfies the user, it could be enough to stop them making a repeat purchase. On the other hand, if they’re wowed – they’ll have a reason to return to you in the future.
4. Recommend you to a friend
Similarly, if your customer is impressed with not only the product but your gorgeous custom packaging they’re more likely to refer you to a friend. The amazing buying experience that they’ve had with your small business will remain front of mind; putting you at the top of the list for recommendations.
5. Stand out from the crowd
One of the greatest things about using custom packaging as a small business is its ability to differentiate you from your competitors. In a competitive market place, consumers are looking for something more than a product to justify their buying decision. If a potential customer is impressed with not only your product, but also the packaging and unboxing experience, they’re more likely to purchase from you in the future, rather than go with one of your competitors.
What’s more, if you use branded packaging, you can get some great brand awareness whilst your product is on the way to its customer. We’d call that a win-win!
6. It adds value
During the COVID-19 pandemic, we’ve seen a greater push to support the small businesses that are out there – and we love that! But generally, choosing products from small businesses comes at a higher price to the consumer. Therefore, by providing custom packaging, or even personalised packaging in some cases, it helps you to add value to that purchase. Doing so then helps to justify the slightly higher price your customer has had to pay. Make sure you do everything possible to ensure that the consumer has made the right decision opting for your company over a mainstream alternative.
To wrap up…
- Create a great first impression using amazing packaging
- Give your customers an excuse to share their purchase on social media
- Create loyal customers, by encouraging repeat purchases
- Give your customers a reason to recommend you to a friend
- Stand apart from your competitors
- Add value to your product
If you’re looking for a fulfilment company that can pick & pack and ship your orders using custom packaging and according to your instructions, look no further than UK Fulfillment Service. Find out more about our E-commerce fulfilment services today.