For online shoppers, branded eCommerce packaging becomes a critical touchpoint between your brand and them. The package delivery could be the first physical interaction the customer makes with your brand. Everything they interact with, from the shipping box to the internal fill, will help shape the first impression.
Are you asking yourself, “why should I pay for branding packaging?” Maybe you think your customer is buying your product and not the packaging. After all, they will just recycle the packaging (or throw it away if not recyclable; Yikes!). Well, it turns out there is good reason to brand your eCommerce packaging.
Online Shopping is Here to Stay
The pandemic has changed the way people shop and the expectations they have. You are mistaken if you think people will be returning to stores in pre-pandemic numbers, and investing in branded eCommerce packaging is not as important as retail packaging. While it is true that brick-and-mortar stores are not going away, it does seem that consumers are interested in cross-channel options. In a 2021 DotCom Distribution eCommerce study, 93 percent of those who frequently received online orders at home will continue post-pandemic.
Branded eCommerce Packaging Matters
The same DotCom study showed that branded or gift-like packaging improves the customer experience. If you are shipping products in polybags, you may want to rethink it because 82 percent of consumers prefer boxes, stating they provide better protection in transit, are eco-friendly, and are reusable.
Plus, corrugated boxes give you more real estate for branding and printing beautiful graphics that will please your customers. Creating an emotional connection between your brand and your customer is significant for customer loyalty. This was demonstrated in the study. More than 40 percent of 18-44-year-olds get excited about opening a branded or gift-like package, and 27 percent said branded and gift-like packaging makes them more likely to purchase from the brand again.
Branded packaging can also improve the value of your brand for consumers. More than 40 percent (across all age groups) felt it made the brand seem more upscale.
From this data, it seems that branded eCommerce packaging can create repeat customers and increase the perceived value of your brand.
Unboxing Videos are Trending
It is an odd trend to some – watching videos of other people opening packages. However, according to YouTube unboxing statistics from Think with Google, “The amount of time people have spent watching unboxing videos just on their phones is the equivalent of watching the holiday classic “Love Actually” more than 20 million times” This is just on phones and doesn’t include tablets, computers, or smart TVs.
Having your product and packaging appear in a trending video isn’t the primary purpose of branded packaging, but it could be a nice side effect. Branding your eCommerce packaging can help you to create an experience worth showcasing. Although many people who watch unboxing videos may not intend to buy your product, research has shown that the appeal of product packaging can trigger impulsive buying.
Some tips for creating a memorable unboxing experience, aside from using a branded box:
- Know your customer and what appeals to them
- Use appropriately sized packaging so your product is moving around inside
- Carry the branding (including color pallet and material quality) through all the packaging for a cohesive feel
- Pack it for presenting with the main component taking the spotlight
Delivering an unforgettable unboxing experience can lead to customer loyalty, customer retention, social sharing, and new customers.
Partner With Progress For Branded eCommerce Packaging That Resonates
If you have doubts about the importance of branded eCommerce packaging, the data we’ve shared should help you realize its importance to your customers and potential customers. At Progress Container, we can help you reach your eCommerce packaging goals. We have extensive experience creating innovative, aesthetically pleasing packaging. Learn how we can help you with your next project by contacting us today.