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Could transit packaging enhance your customer experience and give your brand a much-needed boost?

18 Feb 2020 —
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If you have ever wondered about the influence of packaging on customer experience, a recent study by Packaging Innovations magazine discovered some facts that you might find intriguing. In this article, we not only reveal some fascinating data, we also look more closely at the significant role transit packaging plays in customer experience.

If you have ever wondered about the influence of packaging on customer experience, a recent study by Packaging Innovations magazine discovered some facts that you might find intriguing. In this article, we not only reveal some fascinating data, we also look more closely at the significant role transit packaging plays in customer experience.

If you have ever wondered about the influence of packaging on customer experience, a study by Packaging Innovations discovered some facts that you might find intriguing.

It found that higher quality packaging not only increases the perceived value of the product inside, it can also affect perception of how a product smells or even tastes to such an extent that test participants thought perfume smelled 60% nicer and wine tasted 53% better than identical products in lower quality packaging.  59% also said that they would be more likely to purchase an inferior product in good packaging than a good product in inferior packaging.  That is incredibly powerful information that should give anyone involved in packaging design food for thought. You can read the full report on Packaging News.

The problem is that while companies are concentrating their efforts on primary and secondary packaging, they can sometimes forget that transit packaging also has a role to play in customer experience, and increasingly so.  Read on to find out how transit packaging could enhance customer experience and give your brand a much-needed lift.

Why your transit packaging could be letting you down 

The single most important reason why we’re all starting to take notice of transit packaging? E-commerce. With ever-increasing numbers of us choosing the convenience of online over instore shopping, the positive aspects of physically going into a shop are being lost, particularly in the case of higher-end goods whose retail shops will have been designed with enormous care and expense to reflect the quality and value of the brand. From the shop’s sign to its windows and instore displays, and to the shopping bag in which your new purchase is handed to you, every element will have been designed to create an enticing – sometimes exciting – customer experience with the end goal of getting us to spend more, but feeling good while we’re doing it .

Through branding, imagery and text, many brands and retailers have done a first-rate job of creating websites that reproduce some of the thrill of the in-store purchase. However, the magic is lost if the first thing a customer sees when they receive their much-anticipated order is a bog-standard brown cardboard box that, to all intents and purposes, looks no different from any other cardboard box.

Think about every aspect of a customer’s online retail journey

To ensure a customer’s online experiences of your brand is equal to the quality of experience they would have in store, it’s important to consider every aspect of their online retail journey.  While website navigation, pricing, and stock levels are all important, equally important – if not more so – is how their order is presented to them on their doorstep at home. What will be the first thing they see of your brand? Will it be a beautifully designed and, perhaps, printed transit box that builds expectation of the treasure inside, or will it be the primary packaging – revealed only after they have prized it out of some dusty bubble wrap; that’s assuming it’s been wrapped in some sort of protective packaging.

Getting it right takes thought – the online customer experience doesn’t end with clicking the ‘pay’ button.

5 ways to use transit packaging to enrich the customer experience

From the latest tech to new ways of using traditional packaging, our packaging experts have identified five ways you can ensure your transit packaging creates an online customer experience worthy of your brand.

  1. Augmented Reality (AR)

Although still in its relative infancy, we are likely to see more use of AR to encourage consumers to interact more closely with a brand. Needing only a Smart Phone App, AR can be used to create positive and memorable online interactions between brand and customer.

  1. Matching your transit packaging with primary packaging

Branding your standard transit packaging to match what’s inside means more presence and more awareness, which can only be a good thing. Thanks to the availability of high-quality digital print processes, it’s now possible to print pretty much anything; all you need is a little imagination.

  1. Integrated messaging

Advances in digital print technology also mean that you can now integrate campaign messaging across all of your customer touchpoints, whether in-store, online or on packaging. From seasonal designs to personalised messages, printing your transit packaging with a message or an offer that aligns with a wider campaign can help to draw the customer back to your website again.  

  1. Bespoke pack designs

Bespoke transit packaging that is designed to fit perfectly around a product can really enhance the customer online ordering experience. As well as looking better than standard off-the-shelf packaging, it can also be designed with waste-reduction in mind, saving you material, storage and distribution costs and saving customers a lot of hassle when it comes to putting the packaging in the recycling.

  1. Ensure your transit packaging makes returns easy

There’s little more irritating than preparing a parcel for return only to discover that the only tape you have in the house will barely hold Christmas wrapping paper together never mind a cardboard box. Using packaging with tear strips and re-sealable tape strips makes the returns process much easier and quicker for customers and won’t leave them swearing to never buy online again.

If you need help improving your customer experience, contact our packaging experts who are ready and waiting to help

 

 

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