E-commerce sales are expected to make up 18 percent of all retail purchases in the UK by the end of this year, with mobile e-commerce alone projected to facilitate transactions worth 29 billion pounds. This development puts increased pressure on traditional brick and mortar stores to up their game and not to get left behind. The ease and convenience offered by online shopping is not easy to beat, so this means providing your customers with an experience they can not get from the comfort of their home.
Of course, running a physical store generally implies very high overheads. As more and more brands prove that it is possible to be successful with an e-commerce and social media presence alone, this can feel difficult to justify. This is, however, where you can leverage your in-store experience to your benefit.
In order to give your store a point of difference, product packaging is just one element that you can use as a tool. Once a fairly neglected marketing tool used only by luxury brands, branded packaging prices are gaining more currency across all retail levels. And the reason? It’s an invaluable way to show clients how much their patronage is valued by you. It gives them that little extra on top of what they are buying, which has been shown to help promote brand loyalty and retention rates for consumers.
Ask yourself this question: will hastily throwing the product into a generic plastic bag and handing it over give your customer a unique experience and great impression of your band? Most likely not, as this can be perceived as showing little care and consideration for your own product. What about wrapping your product in bespoke paper, and using sturdy bags branded with your name and logo? This isn’t only fantastic marketing for when your customer leaves the store; it’s a tangible presentation of your brand’s ethos and how it likes to do business. In a time when so many brands are competing for our attention, creating this impression is invaluable.
While in an e-commerce environment,’ unboxing’ receives a lot of attention, it is discussed much less in relation to traditional retail. It arguably, however, has even more of an effect. Instead of being a replacement for the personal interaction that online retail can not easily provide, in-store packaging is an addition to the service that a customer receives right up to the moment of purchase. Here, the packaging process can be the icing on top of the proverbial cake; you have the opportunity to ‘close the sale’ on a really positive note after taking the customer through the sales process, by how you present them with that final product.