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How long does it take for a customer to form an opinion about a brand?

According to a study published by Google, the average person creates a lasting first impression of a brand within 50 milliseconds.

If you have a company that exists only in the virtual world, meaning that you do not have brick-and-mortar locations that people can visit, it’s critical that you have an eye-catching and information-rich website.

However, it’s just as critical that your brand uses custom branded packaging.

Why does custom branded packaging make such a difference?

Even in a world in which more and more things are becoming digitized, people still like to enjoy a hands-on experience. When you own an eCommerce business, the first opportunity that your customers have to interact with your brand is when they receive a package.

Of course, what’s in the package matters, but you might be shocked to learn just how crucial using custom packaging is for customer experience.

If you want to take the next steps toward designing custom packaging for your company, get in touch with Mid-Atlantic Packaging today.

Why Custom Packaging Matters in Ecommerce

Before a customer can begin to enjoy your products, they must unpack them. Of course, you can go with generic, unremarkable boxes and mailers, but these don’t really leave an impression in the customer’s mind.

One of the best ways to differentiate your brand from others is by providing your customers with a valuable tactile experience right from the beginning. Your custom packaging is just what’s needed to ensure that your brand’s name sticks in the customer’s mind.

Some entrepreneurs might argue that the packaging doesn’t matter. After all, the purchase has already been made. The money was received, and the product has been shipped to the recipient.

However, there is plenty of evidence that this is a short-sighted viewpoint. That’s because it doesn’t place enough value on recurring customers. Thus, many experts say that the critical cost analysis to consider is not the price of the packaging but instead the cost involved with finding new customers as opposed to the incredible value of enjoying repeat business.

Of course, it’s always great to have new business. You probably spend quite a bit of your marketing budget in an effort to hook in new customers on a regular basis. Nonetheless, it is crucial to recall that you’ll spend a lot more money acquiring a new customer than you will on selling more items to an existing customer.

Moreover, it may be worthwhile to know that returning customers on average spend 65 percent more than new customers do.

This means that although your custom branded packaging might be more expensive than the generic stuff, in the larger, long-term picture they actually are a sure-fire moneymaker.

Some entrepreneurs remain unconvinced even at this point. They figure that they make a quality product. If the customer is pleased with it, won’t they just buy again regardless of other factors?

Unfortunately, the data say that this doesn’t always hold true. One Bain & Company study reported that approximately 60-80 percent of customers may describe themselves as “satisfied,” but they do not return to that business. The problem frequently is that they simply don’t remember the brand.

Custom branded packaging is one of the most powerful ways that you can ensure that people remember your company’s name.

Ecommerce Packaging

Accordingly, it doesn’t necessarily make sense to think of custom packaging as an added cost. It is instead an opportunity to make your company memorable. Custom packaging also:

• Protects your products better
• Tells your brand’s story
• Communicates the brand’s values to customers
• Encourages your customers to talk about your brand with others

As an eCommerce entrepreneur, you don’t have a storefront in which to display your wares. Consequently, it pays to make the unboxing experience a memorable one.

Many companies spend thousands or millions of dollars on researching the best unboxing experience. You may not have similar resources at your disposal, but with the experts at Mid-Atlantic Packaging, you have all of the technical knowledge and experience you need to build a one-of-a-kind experience for each of your customers.

Packaging Tips

For any online company, it pays to know more about the three main categories of packaging. These are primary, secondary, and utility.

Utility packaging is what you use for shipping. Its main function is to protect the product and make sure that it reaches its destination unharmed. Many brands opt for plain utility packaging, which usually consists of either a cardboard box or a blank envelope. Other brands decide to add at least a logo for instant recognition.

Secondary packaging frequently is used for branding purposes. Actually, its purpose is two-fold. It not only identifies the brand but also provides an additional layer of protection for the products inside. Secondary packaging may carry quite a bit of information about the company and can be highly customized. Ideally, this category of packaging is sturdy enough to protect the contents while still allowing the customer to access the product without difficulty or damage.

It is the primary packaging that actually holds the product. Examples might include a can of soda or a bag containing mixed nuts. The primary packaging usually highlights the utility of the product while also enhancing its overall appearance. Primary packaging also can suggest things like design and quality.

Building an Unboxing Experience

Have you ever felt joy and excitement as you opened a delivery? Those feelings can be enhanced when you focus on giving your customers a real “experience.”

Basically, the goal of creating an unboxing experience is to wow the customer. As they strip away each layer of custom packaging, the excitement and anticipation build. This is a moment that the customer is not likely to forget. Moreover, they will want to repeat it.

How do you prepare your products to be properly unboxed? It starts with the ease of opening the packaging. It shouldn’t be necessary for your customers to use excessive force or need scissors or a knife to get started. Avoid anything that would cause frustration.

It’s also wise to go with more compact packaging. Remember that bigger doesn’t necessarily translate to better. Going with packaging that is just the right size also makes for a more cost-effective approach.

Also, it’s sensible to think about how much waste your packaging is producing. If you are using excessive foam pellets and bubble wrap, you may be creating headaches for customers as they try to properly dispose of these items.

Give some consideration to what else you can add to the package that might be of value to the customer. A free sample is always welcome, as are coupons.

It’s similarly wise to appeal to all five of your customer’s senses. Make the packaging visually appealing by using bright, bold colors and a mix of matte and glossy finishes. Add a touch of embossing and a variety of textures as well.

Read this article for a more in-depth look into the unboxing experience.

What Kind of Packaging Is Right for Your Products?

You have many packaging choices. These include:

• Mailer boxes
• Folding carton boxes
• Rigid boxes
• Tray and sleeve boxes
• Display boxes
• Poly mailers

Go with mailer boxes if your products are relatively heavy or may be unevenly distributed in the packaging. For instance, corrugated shipping boxes frequently are used for subscription box packaging. These boxes are perfect for branding as it is easy to print on them. They are a breeze to ship in addition to being extremely durable and a cinch to recycle.

A folding carton box, which you also may hear referred to as a custom product box, is a box made of paperboard that is most frequently used to contain individual products. A tuck flap closure on one or both ends of the box makes them easy to open. When compared with mailer boxes and rigid boxes, these are much lighter and thinner. They also can be recycled with ease.

Also known as gift boxes, rigid boxes are constructed from sturdy cardboard. You’ll often see these boxes used in connection with premium products. This style is characterized by a separate lid and base like those that are used for a board game. Offering enhanced protection and an undeniable perception of luxury, these thick boxes are tightly wrapped in paper that can readily be printed on. A variety of finishes is available, making this an extremely versatile choice.

If your products are relatively lightweight, then you may want to consider the attractive tray and sleeve box. Consisting of two parts, you place your products in the tray and then insert the tray into the sleeve. The customer slides the sleeve away to reveal the product nestled inside.

Are you taking your products to a convention or testing them in a retail store? If so, then consider investing in some display boxes. They are easy to assemble since they are pre-glued. Display boxes frequently are used to highlight food items like packages of gum or candy. Design your display boxes with eye-catching colors and logos to make certain that your products get noticed.

Constructed of polyethylene film, poly mailers are durable, weather-proof, and lightweight. These are a great choice if you are shipping lightweight products like clothing. While poly mailers can be customized, some of them are not particularly environmentally friendly because they are made of plastic. However, poly mailers that are biodegradable or made from recycled materials are available.

Contact Mid-Atlantic Packaging Today

Get in touch with us to receive a custom packaging quote. With our industry expertise and our wide selection of packaging types, Mid-Atlantic Packaging has everything you need.