When is a box not just a box? When it’s being used to send your products to your customers. That’s when your packaging should become an integral part of your marketing and not just an afterthought. The UK is a world leader in e-commerce and UK consumers have become some of the most sophisticated and, yes, demanding online customers in the world.
That’s why, especially when it comes to jewellery and gifts, the packaging you use to send your products now offers a huge opportunity to surprise, delight and engage. We call it The Art of the Reveal.
Get it right and you won’t just put a smile on your customers’ faces, you’ll make them feel special and make your product even more memorable. Using the art of the reveal, you can create some theatre and tell a story to add depth and personality to your brand experience.
On the flipside, however, such is the weight of consumer expectation to be wowed that a failure to do so, or to even try, can be a big negative these days.
What’s more, with online purchases predicted to reach 26%* of total retail sales by 2022, the packaging your products arrives in becomes even more important. If customers haven’t visited a physical shop or experienced your customer service, then your packaging becomes the first real touch point a customer has with your brand. Which means, the once humble box is now your brand ambassador, so it’s more important than ever that it says all the right things about you.
So how do you go about surprising and delighting customers with your packaging? Here are a few handy tips:
- Outer packaging should be functional, but cheap corrugated cardboard isn’t the only option these days. You can simply add a logo, go the whole hog and design a custom box, or choose a spot anywhere in between.
- For jewellery and gifts, printed tissue paper is a must, helping to add a luxurious feel and an enticing layer to the reveal.
- Surprising your recipient with unexpected messages will always delight, so think about printing one on the inside of outer packaging lid or the box base. Why not add one to the sticker you’re using to close the tissue paper?
- Including a thank-you card is the perfect opportunity to not only add another layer to the big reveal but to show you care and build your brand in the process.
We’re big fans of the power of the reveal at Hatton and Spencer and so we’ve developed a range of packaging to help build the suspense – from stylish postal outers to the little touches that delight, like gift bags, pouches, thank you cards and stickers. Get in touch today, we’d love to help you finesse the Art of the Reveal.
*eMarketer research 2018