Personalized packaging is custom packaging with name, greeting, image or any related peculiarities of your customers. Everything that can give wonderful unboxing experience to them – they smile and say… “WOW!”. Personal name written on thank you card, flower gift, and discount on birthdate will make them think you care very much about them.
Personalization will become even more popular in the next few years. In 2017, the personalized packaging market was evaluated at around 25k, and it was predicted it’ll increase to 35k by 2024. A combination of data and fast growing technology such as 3D methods, user experience analysis, and more, will give ideas to you to create a perfect buying experience for your customers to your brand.
Packaging Europe also gave insight based on their research:
“New research suggests that demand for personalized packaging is becoming an industry norm and is increasingly being integrated into companies’ packaging strategies. 66% of packaging professionals who took part in the study stated that the personalization of packaging is something they are currently implementing into their offering, or at least considering. In addition to this, 89% of those questioned believe that this trend will only increase over the next two to three years.”
Having a long-term relationship, you are gaining repeat customers willing to spend more and more again with your business. This can move you off of the acquisition treadmill where you’re always spending money to find new customers. In 2016, Dotcom Distribution created a survey found that 40% of consumers are likely to repeat order from an online seller that give personalization packaging.
Thus, we can see personalization packaging is a very critical selection process on how you’ve decided to present your shipped products to customers. Its objective is to win your customers hearts by creating a positive memorable first impression of your product. First impressions from within 100 milliseconds, and often remain intact even when contradicted by factual information.
If customers satisfied with a product, they might promote to their friends and spread awareness on social media. Since 2010, the number of Youtube videos with ‘unboxing’ in their title has grown by 871%. This helps increase your social proof and brand awareness for free!
In 2011, Coke implemented a very successful campaign that put people’s names on their bottles and #ShareaCoke hashtag was becoming very popular on social media. It’s so shareability that sparks the viral as people took to social media to show off their name on their Coke bottle because they feel special. This is similar to how people share images of their names on Starbucks cups.
In 2017, Care/of was upping their packaging game as well by using their customer’s name on every product package. This was a perfect example of a health product to show their care to ill people.
Ways to create a personalized packaging
There are many ways to create a well-designed personalization packaging and unboxing experience but you can only choose one to suit your brand and customer’s persona.
The most important element is the main shipping container as your customer’s first impression such as a box or bag. Usually, to have custom-made containers that can come at a higher price, you can creatively choose cheap and simple elements but can bring special feelings towards the container.
2. Tissue Paper
Seem as not important but wrapping your products in tissue paper adds an extra level of excitement to your customers by forming another layer of joy into the unboxing experience.
Examples of filler are styrofoam packing peanuts, foam inserts, air pillows, or bubble wrap. Popping bubble wrap is too normal for the majority of us, it isn’t visually appealing and won’t provide a premium feel. You can consider crinkle paper and Excelsior.
If you want something cheaper, stickers are a useful option. Its sticky feature can make your brand stick to their mind.
5. Business Card
Business cards also a cost-effective option of adding small promo pieces to your package. With your contact info, you can also include a personal note or special instructions with their names.
6. Receipt / Packing Slip
It’s normal to give a receipt or packing slip when people buy. You can use curate carefully to enhance the unboxing experience.
After people take a meal, for example, the receipt is given at the right time and presented to the customer in an elegant way or inside a closed folder. Thus you need to place the receipt and packing slip in the package in a suitable way, as it’s not the first thing a customer wants to see when they open the package.
Also, you can customize the slip by adding brand and personalization elements like your logo, local quote, and images.
7. Sample or Gift
For active customers, you can consider appreciating their loyalty by giving a free gift. You’ll choose something they are likely to be interested in based on their persona or purchase history. For example, if they purchased shoes, you give them a pair of socks for free. This tactic can help you cross-sell by introducing a customer to new products.
Normal clear tape is okay, but you can try put some excitement by having a variety of colorful tape options or create branded tape with your logo.
9. Product Review Request
Considering the package normally represents the end of the transaction for most customers, it is a good idea if you want to give product review requests to customers to share their experience on social media.
For example, Frank Body, a coffee-based body scrub encourages customers to share reviews and spread the news to friends. Personalized helps bolsters its brand trust and social recognition. The outcome was Frank Body has built a large fan base (684k on Instagram), promoting their product and providing social proof to friends, raising Frank Body’s brand awareness.
How much personalized packaging can cost?
Personalized packaging does not just mean branded packaging. Because, with dimensional weight pricing, optimal sizing and protective packaging can mean major influence on shipping costs.
|Plastic bag||$0.03 – $0.10|
|Shrink wrap sleeve||$0.05 – $0.15|
|Paper bag||$0.25 – $0.35|
|Folding carton||$0.30 – $0.60|
|Fancy folding carton||$0.60 – $0.85|
|Plastic box||$0.75 – $0.95|
|Rigid box||$0.75 – $3.00|
|Fancy rigid box||$1.00 – $5.00|
Nowadays, mostly major carries using ‘dimensional weight’ pricing on all shipments. Retailers are now priced for shipping volume, not only weight. They change this because excessive packaging had been affecting vehicle volumes by more than 300%. Retailers must now be aware of excessive packaging and its capacity.