4 minute read
PACKAGING 101 Using Simple Packaging Techniques to Wow Your Customer
By Sara Mawyer, Coral and Cove Co.
Packaging is one of the easiest yet most important parts of your business, especially if you are a small business. It represents care, thought, and attention to detail in the last touch before your customer receives your product, making it vitally important as well as imperative to a good customer experience.
When you own a retail shop, you can say ‘Thank you’ or ‘Come again!’ but when shipping your products, you have to make a lasting impression with your shipment packaging. This can be done inexpensively and easily with a few simple resources.
Personalizing Your Packaging
Use of personalized packaging is an easy and eye-catching way to wow your customers. This can be as simple as a handwritten thank-you note, a custom message printed inside the box, and a sticker with your logo. You can purchase a package of note cards inexpensively and a package of Avery labels and print your labels at home with ‘Thank you for your order’ or ‘Thank you for supporting my small business’; you can also print logo labels. Alternatively, you can purchase your labels in bulk, already printed like the ones pictured. These small but impactful touches will leave a lasting impression on your customer when they receive their package and likely want to order from you again. I always include a handwritten thank you on the packaging slip and address my customer by their first name; this makes the impersonal exchange more personal and shows I put time into packing their order.
Utilizing Freebies or Samples
Another inexpensive way to wow customers is by including a small freebie or sample as a surprise. These could be related products, promotional items, candies, or snacks. It shows appreciation and adds an element of delight. Again, these don’t have to break the bank, but they do need to be professional and show that you put thought into the packaging experience. I recently included 2” engraved magnets with my business tagline and a simple yet elegant line graphic. Not only did my customer receive something they didn’t expect, but they could see another product I offer and potentially give it as a gift.
Protective Packaging
Attractive and secure wrapping is an often-overlooked packaging strategy that achieves two objectives. By ensuring items are securely wrapped and cushioned while making the wrapping visually appealing, you go the extra mile to ensure your order arrives in one piece and looks nice. Bubble wrap is fairly inexpensive these days and often provides the level of protection needed, even though it’s not visually appealing. However, using branded or colorful tissue paper, colorful ribbons, or unique stickers, you can level up the unboxing experience.
Interactive Elements
Lastly, including interactive elements that engage your customer, such as QR codes linking to exclusive content, an unboxing challenge, or a social media contest, encourages them to share their experience and bring the purchase full circle. This may also serve as a way to introduce your customers to your social media profile, thereby giving you one additional touch and opportunity to retain them. QR codes have become a popular and widely used medium that appeals to younger customers and gives you some quantitative data you can use to continue to grow your business.
Don’t forget that all items you use in packaging are expenses and can be used as deductions at tax time. I am no tax expert, but I always keep track of my packaging purchases to send them to my accountant; every little bit helps!
Packaging serves multiple purposes:
• Personalization makes everyone feel valued.
• It showcases products with a small freebie.
• It is protective.
• It is engaging.
Packaging is the last touch opportunity to show your customer that you value their purchase, which can foster a long-term relationship. In a world where we are constantly bombarded with print and digital advertisements, your packaging allows you to stand out from the crowd without being overly salesy or blatant.
Great packaging leads to more sales, increased visibility, and overall business viability, so take a couple of extra minutes to up-level your product packaging.
Sara Mawyer is the owner of Coral and Cove Co. a small laser business based on the Outer Banks of North Carolina. You can reach out to her at hello@coralandcoveco.com or visit her website www.CoralandCoveCo.com.
