I’m a real sucker for a beautiful, well thought out parcel. I’ve reordered from places simply because I’ve loved the parcel they sent me. Obviously, I’ve loved the products too but I could have got them from some where else. But I didn’t.
The anticipation begins as soon as you place the order, you’re waiting by the letterbox every day for the postman to arrive with your longed for goodies. It’s even more exciting if you recognise the packaging, that small extra special touch.
Opening the parcel and unwrapping your goods becomes an experience in itself which you want to share with your family and friends, you want to tell every one how lovely it was.
You’ll probably never meet most of your customers. So this parcel they receive should be as enjoyable as the goodies they have bought. Your branding and customer experience shouldn’t stop at your website, that’s just the start. It should continue right down the line and straight into their hands.
And these ideas aren’t only for the on-line retailers among you. Any retailer who sells a product wants their customer to have their full brand experience – gift shop, florist, cake maker, clothes shop. Even the photographers among you are using beautifully branded packaging to complement your gorgeous photos.
Bag it up
Boxes and bags don’t have to be fancy, they can be plain. But try to keep them aligned with your brand. White is sleek and stylish, brown cardboard feels more natural and rustic.
If you can find a box or bag similar to your brand colours, so much the better. Tiffanys has become synonymous with a particular shade of blue box which is instantly recognisable.
Make your business colours and brand recognisable to your customers.
It’s in ribbons
There is a huge choice when it comes to ribbons.
Pick a simple, thin ribbon in one of your brand colours and use with a white box or bag to create a stylish effect.
Or try a thicker ribbon printed with your business name or logo.
Envelopes come in all sorts of different colours, shapes and sizes.
Padded envelopes can be bright and shiny, or they can be plain and decorated with stickers. They come in an array of colours so try match the closest shade to your brand colours.
Tape it up
If you need something more substantial than a sticker, try tape. Coloured tape, patterned tape or a custom packing tape.
For packaging small items in paper or cellophane bags, there’s a huge array of beautifully patterned washi tape. Or if it suits your brand, glitter tape for that extra touch of glitz and glamour.
Add a touch of luxury and wrap your goods using tissue paper.
Use white with a brand colour, or look for a shade that is similar to your brand colours. Use stickers to stick down the edges for that extra, unique look.
Present your beautiful products carefully to enhance the whole buying experience. Rather than just placing goods in a box or envelope, adding an extra layer of wrapping (or unwrapping) makes the parcel feel even more special.
Swing tags aren’t just for clothes although they’re useful for washing instructions.
You can use them to tell people your unique story, for prompting them to follow you on social media, to check out your website.
Or simply to say, enjoy this product.
I am a huge fan of stickers as they are relatively cost effective to buy but can be used for so much.
- Use on a plain gift tag to brand it
- Cover a plain box or bag with different stickers
- Stick on tissue paper when wrapping
- Add on a postcard as part of the design
- Use on a freebie gift
- Stick on cellophane bags with products or samples
Say thank you
A Thank You card or note is always a lovely touch. And quick signature is an extra special touch as it shows there is a real person behind the brand. Even though you’ve never met, it’s gives the impression of a one to one transaction.
It feels like your order was important enough to this business to warrant a thank you. And every one like to feel special.
You might use a proper card or a small business card – just make sure it’s branded in your business colours and looks consistent with the rest of your packaging.
Every one loves a small gift
A small gift is always a surprise and feels like an extra treat.
It can be a packet of sweets or a sample of another product you might sell,
Extra points if you can link it back to your business – a teabag for a relaxing sleep from a bedding company or massage therapist.
If another business compliments your own, ask them to supply some small gifts to give them some extra exposure.
Packing slips and receipts aren’t very exciting but guess what, they can be! Make sure they use the same tone of voice as your website and social media and get creative.
What sort of thing can you include?
- Ask for feedback
- Instructions how to wash, care for or use the product
- Share interesting facts
- Prompts to post them using the product on Instagram or Facebook (extra points for a creative #hashtag)
- Discount off your next purchase
- Tell a friend discount
And don’t forget to include a business card or two in your parcel to tempt customers to pass them onto their friends, to follow you on social media or simply remind them to buy from you next time.
Even if you only include a receipt, it can be put in a beautifully designed holder with your social media and website details.
Many of these are small details which are easy to overlook but used carefully they will tie your whole brand together and give your customer your full brand experience.
While you don’t want to blow your entire profit on pretty packaging, a few small details carefully used can make your parcel memorable. For a small business competing in a crowded market place, this can give you the edge over your competitors.
So get creative! And create a wonderful experience for your customers so they won’t want to buy from any one else but you.