3 Reasons Custom Packaging Can Help your Online Business Grow
There has been a major shift in how people make purchases. If you don’t believe that, drive down your street and count how many packages are sitting on your neighbor’s front steps.
Today, 79% of Americans shop online, according to a Pew Research Center study. And while products have always relied on packaging, this shift is making packaging part of the customer experience. A huge part.
Think about it, if your customer is buying online, they don’t get an in-store experience of handling your product. They have no connection to it. After ordering, the first thing they see, the first thing they touch- is the packaging. That box is an extension of your brand directly into their hands.
So what does this mean for you? We have outlined 3 reasons custom packaging is important and how it can make your online business grow.
1. Give Value
Let’s go back again to that word “experience”. Picture yourself opening a birthday gift. It is wrapped beautifully with perfect creases and a large bow. It just feels special. What if it were wrapped in a brown paper bag? Would it feel any different to unwrap it?
A study by Dotcom Distribution found 61% of online shoppers think pretty packaging makes a brand look “upscale”. A branded package can leave a lasting memory or be forgettable and tossed aside. How do you want this experience to go? And really, what is the point of having a brand if the customer is unaware of it?
It’s referred to as The Unboxing Experience. That experience has a profound effect on your brand. In fact, 52% of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging and 4 in 10 are more likely to recommend a product to a friend based solely on branded packaging. (Dotcom Distribution)
2. Advertise, Advertise
We live in a world where social media is at the fingertips of every consumer. Pictures are taken and posted of stunning landscapes, beautifully decorated homes and even delicious looking meals. Taking a picture of a unique box is no different. This means that if done right, your brand is likely to take on a social life of its own.
The same Dotcom study found that “4 in 10 consumers would share a picture of an online order via social media if it came in a unique, branded or gift-like box. And with 1.87 billion monthly active users on Facebook and 600 million on Instagram that gives you a lot of potential eyes on your brand.
3. Millennials Mean Business
The 18-34 age group referred to as Millennials is now making 54% of its purchases online. If a company can attract this major buying group, they will see a rise in sales.
Millennials have grown up in a time of rapid change with an affinity for technology. So what does this generation expect? How do you get their attention?
We see the plain, brown box everywhere we go. Millennials want something different. Instead of a mass, one-size- fits-all approach, they want unique packaging that allows them to feel that they have purchased a product tailored to their personal needs.
Bottom line? Don’t be basic. Millennials gravitate towards customized packaging that is just as unique as they are. And when that branded box arrives on their doorstep, it will make them feel special and they will mostly likely take a picture of it and post it on social media. Which bring us full circle.
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