Often described as “the silent salesman,” product packaging plays a crucial role in connecting brands—especially ecommerce retailers—to their customers. Well-designed packaging can go beyond making connections and good first impressions, though, and actually help foster customer loyalty for your brand.
Earning customer loyalty can be particularly challenging for ecommerce retailers. Without brick-and-mortar stores where customers can interact directly with the brand, these companies must rely on other outlets, such as their websites and social media pages, to communicate their messages and build a rapport with consumers. Often, the first real physical interaction that consumers have with ecommerce retailers outside of the digital world is when they receive the product they purchased. This instance is where appealing product packaging comes can have the biggest impact.
Think of your packaging as an extension of your brand—it should represent your brand’s unique identity and voice. Your packaging should help your customers get to know your brand. It should give consumers an idea of what you’re all about, what you believe in, or how your product came to be.
Product packaging that conveys all this information not only helps consumers become familiar with your brand, it also encourages them to trust it. Don’t overlook the value of gaining this trust. According to a report on 2017 global packaging trends by the worldwide market intelligence agency Mintel, while price has a large influence on consumers’ purchasing decisions, brand trust also plays a pivotal role. “Brands can leverage that familiarity to create loyalty and extend a product portfolio well beyond traditional categories,” the report states. “It’s here that the development and exploitation of unique and functional packaging decorated with clear, on-pack messaging can be a primary motivator of the purchase decision process.”
So, what can you do to inspire more customer loyalty with your product packaging? Follow these tips:
Don’t shy away from using bright colors and playful patterns. According to Mintel, 52% of U.S. food shoppers say they’re “drawn to packaging with unusual or eye-catching designs.”
Create a narrative.
People love stories, especially stories that they can relate to on a personal level or that inspire nostalgia. Consider using design elements including text or illustrations to tell your brand’s story on your product packaging.
Don’t skimp on quality.
Premium packaging can make brands seem more upscale and make consumers more excited to receive and open their packages.
“In fact, 40% of online shoppers said they would be somewhat more likely or much more likely to purchase from a retailer that offers premium packaging,” reports Packaging Digest. “The same percent of shoppers stated that branded or gift-like packaging affects their perception of the online retailer that shipped the item.”
Do you want to optimize your ecommerce product packaging to inspire more customer loyalty? Our team of talented structure engineers and graphic designers can help you create packaging that will wow your customers and keep them coming back to your brand again and again. Contact us today for a free packaging analysis.