If you're operating an e-commerce store, then at some point, you'll
have to figure out how to package, ship and fulfill your orders.
Product packaging is the most direct touchpoint
with your customer.
It also happens to be one of the most underused
marketing opportunities.
Great e-commerce packaging isn't just about protecting your products
during the shipping process.
It's about creating a memorable moment for your customers.
Although the functional aspect of product packaging is still
important, innovative brands are beginning to use the unboxing
experience to win the hearts of consumers, generate social
media buzz and differentiate themselves in the marketplace.
Today, I'm going to help you do the same.
In this video, I'll show you how top brands designed
memorable unboxing experiences to generate repeat purchases
and attract new customers.
Make sure to stick around until the end, because I'll share a free,
comprehensive guide that will walk you step-by-step through the entire
shipping and fulfillment process.
So what is product packaging?
Product packaging is so much more than just a container or
materials use to protect an item.
It's your brand's first impression to customers.
It should provide value and excitement.
It should make your customers eager to share the experience.
When we think of product packaging in this way, it causes us to
consider the potential touch points that we'll have with our customer.
From the moment the product leaves our facility until it
arrives in the customer's hands.
Why is product packaging important?
As you might imagine, having a physical store can provide ample
opportunities for interaction with customers as they can see
the smile on your face, have a conversation with you and even
hear your polite tone of voice as you hand them their products.
With online retailers, this is not the case.
So the goal of e-commerce packaging is to establish a similar warm
feeling when customers receive and open their packages.
This is what makes product packaging so important for
any brand looking to better connect with their consumers,
especially in a crowded market.
A recent survey from dotcom distribution found that 40% of
consumers are likely to make repeat purchases from an online
merchant with premium packaging.
The same study also found that premium packaging makes a brand
feel upscale as well as builds anticipation for delivery.
Many brands are realizing that packaging presents a great
opportunity to elaborate on key messaging or strengthen their
brand identity and even compel customers to spread awareness on
several social media platforms.
If it looks good, feels good, sounds good, or stands
for something meaningful, customers will have no problem
letting others know about it.
See your product packaging as an extension of your brand.
When I started my tea shop, we became very well known for
displaying a high level of customer service, as stated by
hundreds of customers across various review sites like Google
reviews, TripAdvisor and Yelp.
Many of these reviews stemmed from the day-to-day shenanigans
that we would perform when customers walked into our store.
We would randomly dress up in Disney costumes, handout
chocolates, and surprise customers with gifts on their birthday,
leaving them in disbelief and in anticipation for their next visit.
Once we launched our online shop, we knew there would be high
expectations for us to upkeep this level of service and still
incorporate the wow factor that our customers had come to enjoy.
With this in mind, we made it our duty to ensure that
every customer that placed an order for the first time
received a personal handwritten letter from the founders.
Every order received three free samples and other branded
material inside their polka dot ribbon box filled with
sparkly tissue and confetti.
Our goal was to capture the key elements of our
brand and share it with our customers all over the world.
The geek and gaming merchant subscription box service Loot
Crate is a great example of a brand that is delighting their
customers with every aspect of the product packaging experience.
Every month they send their subscribers a theme tailored box
of surprises, such as their Harry Potter box or chamber of secrets.
These boxes have everything from Hogwarts inspired letters,
explaining the contents of the package to Phoenix badges and
posters, everything that would leave a subscriber anticipating
their next monthly package.
The real value add with a company like Loot Crate, goes
beyond the box and what's inside as they go above and beyond
for their subscribers by also giving them a sneak peek at
their behind the scenes videos via the looters mobile app.
In this case, you can see that Loot crate understands that
the term product packaging is everything from the box to
the contents, to mobile app.
It's an all-inclusive package.
And then there was apple, if you've ever purchased anything
from Apple, then you know how much detail they put into
every aspect of the product packaging, the sleek minimalistic
box, the glossy overlay, the product placement in the box.
Even the Mac charger comes beautifully, wound up and
looks aesthetically pleasing.
The tiny branded booklet is the icing on the cake, as it
educates on all aspects of the product you just purchased while
also making you feel as if you just joined an elite sorority
club of tech users globally.
Apple has and continues to deliver awesome experiences
with their product packaging.
Next up we'll discuss types of packaging and their uses.
Great packaging should be just as functional as it is
beautiful because customers are depending on us to ship their
products efficiently and safely.
So let's take a look at the most commonly used packaging and what
they're used for so that you can get a better idea of what
type of packaging works best for you and your business needs.
Corrugated boxes, padded mail, bags and envelopes,
custom product packaging.
Let's break these down.
Corrugated boxes.
These are the most widely used product packaging by
retailers as they're simple sturdy, and don't add too
much weight to your shipment.
The fact that corrugated boxes can be recycled also
makes them an eco-friendly option that your customers
will definitely appreciate.
If your products are a bit heavier than normal, these boxes also have
double-walled options to provide extra strength and durability.
Padded mailers.
These packages are often used for shipping smaller or flat
items, such as books, handcrafted items, or even jewelry.
The bonus with these packages is that they're lined with a
bubble padding to keep the items.
One drawback with padded mailers would be the fact that they're
not the most eco-friendly.
And this may cause some concern for your customers.
So keep this in mind.
Bags and envelopes.
Consider using this option if you're shipping items that
are light, but not fragile.
Bags and envelopes are very strong, durable, and typically
self-sealing, which does make it easy to package orders, adding
your logo or branded message to these bags or envelopes is
an easy way to strengthen your brand identity and give your
customer something special.
Companies like Hero Packaging can help you create branded packages
with zero waste alternatives.
So consider checking them out.
Custom packaging.
This option is where you can really get your creative juices flowing.
Custom packaging can include everything from die-cut boxes to
branded ribbons wrapping and the objective with custom packaging
is to fully immerse your customer into your brand and allow them
to feel like they just ordered a piece of your brand identity.
If done right customers won't waste any time, pulling out
their smartphone and taking pictures and videos while
unboxing their package.
If you need some inspiration to help kickstart your idea,
check out East Coast packaging.
They are a very popular choice when it comes to customized packaging
materials, such as bubble mailers, package cushioning, and a lot more.
They also offer over 1300 sizes of boxes, so there's
plenty to choose from.
You can also explore apps like ARKA on the Shopify app store
who also offer amazing selections for all your packaging needs.
Reminders and resources.
I'm sure by now you can see some of the amazing opportunities that
exist from creating a spectacular brand experience with your
packaging and you're probably super excited to get started on your own.
So I'll leave you with an idea guide that you can follow to see
which packaging elements will be a part of your brand experience.
And then I'll list a few resources to help you find
exactly what you need.
Great.
So let's talk about some of the packaging elements.
There's packaging.
This can be corrugated boxes, bubble mailers, poly
bags, or even envelopes.
Tissue paper.
Great for adding a little extra surprise to the
unboxing experience.
Fillers.
Packing peanuts, air pillows, or even bubble wrap.
These help to keep the product safe and snug during transport,
not to mention bursting the bubble wrap is pretty soothing as well.
Just saying.
Stickers.
This is an easy way to strengthen your branding identity and
show off your beautiful logo.
Promotional materials.
Capitalize on the opportunity to educate, inspire, or offer
additional value to your customers with flyers, coupons
and other stationery elements.
Custom note from experience, I can tell you, nothing says
we appreciate your business more than a handwritten
letter to your customer.
If this is something that is feasible for your business, it
really does go a long way in leaving a positive impression.
Instructions.
Never leave your customers guessing about your product and how to use.
From food prepping guides to technical manuals, these are
always very appreciated by customers when receiving a package.
Tape.
Of course, clear tape is the popular pick, but many brands
are adding a little dazzle to their packages by using
colorful or custom branded tape to keep their packages intact.
Remember, it's all in the details.
Samples or gifts.
A sure way to have your customers smiling is to throw in a sample
or a gift into their package.
This is like the icing on the cake when it comes to receiving
a package, and will, in many cases, result in a repurchase.
Here's some useful resources to help you find
what you're looking for.
Feel free to screenshot this list, but I'll add some
links in the description.
For boxes, check out InstaBox, Fantasticpack, ARKA.
Custom boxes.
Now!, AnyBox today, Refine Packaging, Box Geek and Inke.
For tissue, checkout Noissue or Digiwrap.
For Tape, check out Tape Jungle or ARKA.
Envelopes and mailers.
Envelopes, Hero Packaging.
For stickers, Sticker You, Sticker Giant, Sticker Mule.
And for promotional material, Overnight Prints and Vista Print.
Also, if you're trying to decide what to charge your customers or
trying to figure out insurance and tracking, this comprehensive
guide will walk you step-by-step through the entire process.
Click the link right here to download your free guide
to shipping and fulfillment.
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Hopefully this video has given you everything you
need to make your unboxing experience worth remembering.
By following these steps, you'll gain the competitive edge your
business needs to generate loyal customers and attract new sales.
Also, don't forget to like and subscribe so you don't miss
out on more tips to start and grow your online business.
Remember, we're a channel for small business owners with big plans.
I've been your host, Daniel Lewis, and I'll see you next
time on Learn with Shopify.