e-commerce, how to do branding through packaging

For an e-commerce, packaging represents a fundamental aspect that can give a big boost to the success of a company. In the past, packaging had a purely practical purpose, namely to protect the products inside and to prevent them from being damaged during transit from one place to another. Over time, companies have started to realise how packaging can become a powerful marketing tool, capable of attracting new customers and becoming an integral part of a brand. For this reason, once the enormous potential of packaging has been discovered, nowadays it is considered a fundamental step within any marketing strategy. Today, customers not only expect to receive their package in perfect condition, but they also can’t wait to find out in what packaging it was sent to them. Just think of the many unboxing videos that nowadays dot the most famous social networks. In short, packaging has become one of the most exciting parts of online shopping. If you have an e-commerce, like more and more UK businesses, and you want to develop a winning marketing strategy for your brand, packaging is your starting point. Let’s go deeper into this matter.

Why is packaging so important?

As previously mentioned, today packaging is the starting point of a winning marketing strategy.

The main purpose of packaging is obviously to keep the products safe. First of all, the packaging in which you ship your products is very important for a practical reason: it must in fact be solid, resistant and able to protect the products inside it during the journey from the post office to your customers’ home. Anyone who receives a damaged package or in poor condition would end up choosing a different e-commerce for the next online shopping session. This is why the success of packaging starts with the choice of high-quality materials and with the ability to keep the products safe inside. The second step for a successful strategy is to create packages that distinguish your brand from all the others. The Internet is now saturated with online shops that sell products similar to those of their competitors and creating original and quality packaging is a great way to stand out and be remembered by customers: making your packaging unique, for example by including personalised stickers, is the way to do it. Also, in the social media age, creating authentic packages will give your brand a real identity and help it make its way into the Internet world.

Why you should wisely choose your brand’s packaging

When it comes to unboxing, a bad package and poor-quality design can heavily affect user reviews. On the contrary, good packaging can improve your shop’s reputation. Nowadays, reviews are crucial to the success of an e-commerce. Similarly, packaging has become an integral part of user experience: receiving an eye-catchy package and in good condition is certainly a plus for an online shop. Another aspect that should not be underestimated is the possibility for your customers to recycle and reuse the packaging. Today, most of the users and online shopping addicted love to reuse the packaging of the purchased products for different purposes. A quality box, easy to open and close and with an attractive design will surely end up on display in the homes of your customers, who in turn will be tempted to come back to buy on your shop. Also, online shoppers who care about protecting the environment will particularly appreciate packaging made of recycled and recyclable materials, another great reason to go back to shop on your e-commerce. For all these reasons, you should seriously consider focusing your energy on creating quality packaging that can improve your shop’s reputation.

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