Anyone who sends packages is undoubtedly familiar with packaging materials. The primary task of packaging materials is to protect products during transportation. For many entrepreneurs, this is the sole purpose of packaging materials. However, packaging can serve additional purposes. We’re talking about creating brand awareness and enhancing product experience. And yes, we’re thinking beyond just personalizing the packaging tape!
Why Create Product Experience Through Packaging?
The packaging of a product is often the first contact customers have with your product or brand. The packaging grabs attention, sparks imagination, and plays an important role in enticing the consumer to make a repeat purchase. A good packaging gives a small preview of the product and helps in establishing brand identity. You shouldn’t miss the opportunity to communicate through packaging. Receiving a pair of shoes in a beautiful bag or sturdy shoebox feels much better than getting a plain cardboard box. Think of Torfs’ shoeboxes—thanks to their distinct packaging, you instantly know the shoes are from Torfs. In short, a successful move! So, think carefully about texture, colors, materials, finishes, and so on.
Consider which packaging options best fit your products. Creating product experience involves more than just putting a logo on the shipping box. You can give your brand a more luxurious look by customizing the packaging material. For example, a shipping box with special closures, like an invisible magnetic clasp or a closure with a knot and string as a handle.
You can also optimize the interior of the packaging. It can add an extra dimension to your brand and product, but it can also assist in the functional product experience. On one hand, you can decorate the inside to extend the brand’s visual identity. On the other hand, you can provide extra compartments to ensure products with multiple parts are securely fastened. Think of Tomorrowland—the festivalgoers receive their festival wristband in a special box, continuing the festival’s look and feel across all communication materials.
Is Creating Product Experience Through Packaging Worth the Investment?
Of course, personalized packaging or the use of special packaging systems is more expensive than a simple cardboard box. However, we believe it’s worth the investment! Why? Consumers who purchase a product from your webshop need to be convinced to make repeat purchases. Through packaging, you can give them a first incentive to make a repeat purchase. Thanks to high-quality or recognizable packaging, you’ll attract attention and stimulate repeat purchases. This is a small additional cost compared to attracting new customers via more expensive marketing channels.
Make the Packaging Interactive!
Consumers love to feel involved with the company they’re buying from. To foster engagement, you can use interactive packaging. How? Let’s look at how Coolblue does it. Coolblue uses packaging that immediately makes it clear who the sender is. You could say this enhances the product experience. Certainly, but Coolblue goes a step further. They make their packaging interactive with their “pakketpret” initiative. Instead of using a regular box, Coolblue ensures that the box has instructions prompting the recipient to create the wildest possible creation. This is cleverly played out on social media, generating great content and fun customer interactions. Add a fun prize, like a discount voucher, and you create a win-win situation!
Unboxing is a Hit on Social Media
More and more businesses are collaborating with influencers. Companies active on social media have already noticed how popular unboxing videos are. This is an opportunity you shouldn’t miss. Ask your influencers to make an unboxing video. Of course, the products featured in these videos are crucial, but the first impression is made by the packaging. The packaging will continuously be in the frame, which means you can boost both product experience and brand awareness. It goes without saying that this is only possible when your packaging evokes an experience.
Focusing on Product Experience?
If you want to focus on product experience, you can redesign your packaging materials. It’s no easy task, as the possibilities are vast. Do you need help brainstorming or developing packaging? Contact Webship via hallo@webship.be. We’ll assist you with everything related to your packaging and product experience. As a fulfillment center, we specialize in packaging materials and can help you make the right choices. When creating product experience, don’t forget the primary function of the packaging, which is to protect the products.
