Get Presentable – The importance of first impressions delivering your product
New customer, and first delivery of your products; could be the start of a long and fruitful relationship. Then they receive it, the box is scuffed, there is no paperwork and the labelling is peeling off. And the customer is gone.
We all know the importance of first impressions as being vital. It has to be right and the final step, once you have worked hard to earn that first order is the delivery of the product, and how it is packaged. A recent survey from the US showed that only 11 percent of ecommerce customers are completely satisfied with packaging today and 55% said packaging that is difficult to open is their worst gripe followed by excessive packaging at 18%. Interestingly the survey also showed custom packaging promoted more loyalty from customers.
Shorr Packaging Survey
Rise of Unboxing – report on Google Trends
Interest in good packaging – the unboxing trend
Consumers are interested in good packaging experiences as the rise of ‘unboxing’ videos testifies:
“Unboxing is a genre of videos on YouTube where people quite literally unbox a product to get a feel for it”
This has been growing massively year on year across categories and is “persuasive for consumers in the research stage of a purchase decision” as it gives consumers “the ability (to see products) exactly for what it is, without any adulteration advertisers usually make around the product. Your unboxing is both marketing and product. The moment they sign for it, or it falls on the mat? That’s when your product’s user experience begins.”
Make your product stand out – 8 ingredients for a unique customer experience
So what can you do to make your product stand out and give a positive first impression? Trunkclub premium clothing opts for a custom printed box with a handle that resembles a trunk, closely matching and accentuating their brand.
For more practical considerations here are some top ingredients you need to make sure that order is spot on.
The box – Needs to be sturdy to survive the journey through the postal network but if you are to impress it needs to be well put together. Clear packaging tape can help strike this balance.
Labelling – professionalism is important and printed labels are more efficient internally and for identifying by the postal service. Products such as Dymo Labellers are affordable options for all types of businesses and can work well with your computer to print multiple
Wrapping – Beautifully wrapped items show the care and the value you take with your brand but you need to balance with environmental considerations and whether the wrapping can be recycled.
The filler – Make sure the product is safe inside the box, but not covering your products with unappealing looking bubble wrap. You don’t need to go as far as Ikea with their “fungi” packaging idea but you can be safe and imaginative.
A custom note to go alongside the standard receipt – Thank your customer for ordering for the first time. So whereas the outside of the box has the printed labels, writing out a handwritten element on your first order will go down a treat. The company Hex did this successfully for a mammoth 13,000 customers. Using quality stationery for this special touch, such as Blake premium envelopes and matching paper, can improve the customer view of your business.
A free gift – Something as simple as a box of chocolates can really help foster the first impression your customers get. There was a survey done on the psychology of the freebie with the simple mint bringing in a 21% increase in tips. Have a note saying that “We are happy to have you onboard, here is a little something to say thank you.” The customers will remember the extra effort.
Offer for your next order – A quality flyer to give them an incentive to make a second order. The type and style of the offer need to be matched with your customer type. I.e. a cheap discounts flyer may not be suitable for your premium law firm customer.
Make sure you ask the right questions – Have you made sure your customer’s expectations on delivery match yours? I.e. if your customer is on a first floor, they will be expecting delivery to be to the first floor but your delivery driver has been told to leave on ground floor, leaving your customer to struggle bringing it up a flight of stairs?
An example of Mushroom Packaging (photo courtesy of Ecovative)
Pizza Hut Projection Box
Packaging trends of the future
There are some interesting packaging ideas outlined in this Designweek article such as a tactile expiry date for visually impaired people, Coca-Cola’s packaging that can be origami-folded into a virtual reality headset and the Pizza Hut Projection box shown above. But your delivery can still inspire.
There are many ways to innovate your orders without being as hi-tech as this but in order to make a good first impression being unique and personal will get you far.