Half of shoppers (50 percent) say the use of branded or gift-like packaging for online orders makes them more likely to recommend the product to friends, compared to 40 percent in 2015.” As this study says, “gift-like packaging also encourages word-of-mouth marketing. Know what else packaging affects? Word of mouth – one of the most effective marketing tactics ever. That importance does seem to be growing – YouTube reports that viewership of unboxing videos is up 57% since last year. This may suggest a shift in how customers perceive the importance of packaging. The increases in “makes the brand seem more upscale” and “gets me more excited about receiving the package” are what’s changed most in the last year. It’ll come up again.Īnd here are the specific ways packaging affects brand perception: Notice how luxury brands are more affected by packaging. This is how much packaging affects brand perception: There’s some new research out that really shows how powerful – and profitable – good packaging can be. Ever saved a nice box to use it again? Good boxes get around. Packaging may not have such a short shelf life, either. It may only catch your customer’s attention for a moment, but it will frame how they see (and talk about) your product forever. But it’s even more than that – packaging has become part of the product. The packaging you use is part of the customer experience. But the packaging you ship it in is the stage.ĭon’t underestimate how powerful this is. If someone makes an unboxing video of one of your packages, your product will be the star, of course. Mark Zuckerberg used an unboxing video to show off the Oculus Rift. There’s a whole genre of unboxing videos now.
The moment of unboxing is so critical to the customer experience that people film this stuff. When they open it, everything has to be perfect. It’s got to survive the journey and arrive at your customer’s door intact. Now that order has to get packaged up and sent to the customer. All that work – the marketing, the website, the product, the sourcing, the transaction processes – paid off. ← Back to blog 5 inexpensive ways to make your packages stand outĪ nice one.
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