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According to a recent survey released by Dotcom Distribution, online retailers’ packaging can do more than enhance the customer experience. Products that are ‘attractively packaged’ can actually lead to a ripple of residual marketing effects, which increases online retailers’ overall revenue in the long run. For ecommerce retailers, packaging is even more important and more valuable than their brick-and-mortar counterparts.
The value of packaging extends far beyond a simple casing. The box itself can become a residual marketing promotion, making it a worthwhile investment. According to the Dotcom Distribution survey, there is a 74% chance that 18-25 year olds will share a picture of the packaging on social media. Brands with a target market of young-adults can especially benefit from using premium packaging as a marketing tool.
Offering premium packaging is an excellent way for online retailers to gain word-of-mouth advertising, the most effective form of marketing, as well as increased customer loyalty.
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The 2013 Ecommerce Packaging Survey results from DotCom Distribution show strong opportunities for customer loyalty development simply by using premium packaging.
According to the survey results:
“Online retailers should not overlook the importance of premium packaging for their ecommerce products,” said Maria Haggerty, president of Dotcom Distribution. “Customers look for the ‘WOW’ factor when shopping online and when receiving a package, as they miss out on the in-store experience. Premium packaging for online purchases delivers a brand’s in-store experience to an ecommerce customer.”
Customers associate the quality of the product with the quality of the packaging, so it is highly imperative that online retailers do not underestimate the power of packaging.
The DotCom Distribution study also found:
BirchBox is one of the biggest subscription commerce businesses in the ecommerce world right now. They have set out a brand position with a colored outer box. In addition, they have figured out that the outer box gets damaged in distribution, so they have added an inner corrugated cardboard box with a foil stamp. This inner box creates the sense of a more upscale experience. While an inner box may cost more, the return on investment is evident in their customers’ responses on social media.
This consumer’s response is what every ecommerce store should aim for with their packaging.
Instead of investing time and money into viral marketing campaigns, online businesses can try a different approach by making the product’s packaging itself viral. The peer-to-peer promotion has an explosive effect when online retailers offer creative or attractive packaging.
Online Retailers can harness the power of premium packaging by remembering these four key takeaways:
Miva offers a flexible and adaptable ecommerce platform that evolves with businesses and allows them to drive sales, maximize average order value, cut overhead costs, and increase revenue. Miva has been helping businesses realize their ecommerce potential for over 20 years and empowering retail, wholesale, and direct-to-consumer sellers across all industries to transform their business through ecommerce.