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They tell you to never judge a book by its cover, but the right branded packaging will make a lasting impression on customers and help communicate to them what you stand for. A perfectly placed bow or ribbon, an on-trend print and a bold pop of color are small parts of an overall design that, if done right, will become a recognizable beacon of your business that helps to draw customers in.
Here, packaging and marketing designer, Lizzièe Jeréz spills how packaging can create the competitive edge your business needs to generate repeat purchases and attract new customers.
How important is packaging for your brand?
When women go lingerie shopping, they want to feel glamorous and beautiful. That’s why top lingerie brands distinguish themselves by giving their intimates extra luxurious packaging. Victoria’s Secret, for example, gets a lot of things right, but a major reason for the company’s success is its brilliant branding. Hanky Panky has a surprise burst of color upon opening their shipping boxes, which always brings a smile to my face. And that is the type of feeling you want to evoke with your customers with every purchase they make from your brand.
Why is packaging important for new brands?
Great packaging is especially significant for growing brands because it can have a direct impact on sales and your overall appeal. In the very competitive lingerie world, the most coveted brands connect with the women who wear their lingerie by creating pieces that convey the company’s unique aesthetics. According to the leading global market research firm IBISWorld, one of the major key success factors for a business in the lingerie industry is attractive product presentation.
How does packaging affect retail sales?
Your lingerie’s product presentation and brand name recognition can both be enhanced through beautiful and effective packaging. The reason most products fail is that most customers don’t have the time or energy to weigh the advantages and disadvantages of the products presented to them. They use your product’s packaging to make their decision for them.
A product’s package can be the selling point for many consumers by delivering a sense of quality while also reflecting the product’s brand image. It is critical in retail sales, where the right packaging design can attract the consumer’s eye and make the product stand out next to your competitor’s product.
Branding and Packaging
How does packaging affect online sales?
I love this quote from Andy Dunn, the founder of Bonobos: “At the end of the day, you’re not building an e-commerce company, you’re building a brand that has e-commerce as its core distribution channel.”
An important way Victoria’s Secret has solidified its branding is through its colorful pink pin-striped bags and boxes wrapped with matching pink satin ribbon bows. Similarly, UK-based luxury lingerie retailer Agent Provocateur whose rose gold bras sell for $500 each, has become popular on social media for its picture perfect beautifully wrapped pink boxes tied up with black bows. Likewise, Betsey Johnson intimates are often packaged with bright pink boxes or wrapped in ribbons with playful kissing emoticons. You need to create that perfect branded packaging experience for your consumer.
What is a branded packaging experience?
This is a cohesive selection of shipping and packaging materials you use to present your shipped products. By doing this, you provide additional value for your customer and your business by creating a positive first impression of your brand.
Online retailers have fewer touch points to connect with customer compared to retail. The advantage of the efficiency of online shopping comes at the cost of the tactile, physical experience with a product before making a purchase. That’s why it’s important to pay special attention to the touch points you do have available to create a memorable brand experience for customers and set yourself apart from competitors.
A 2016 survey from Dotcom Distribution found 40% of consumers are likely to make repeat purchases from an online merchant with premium packaging.
Many studies have also found that well designed premium packaging makes the brand feel upscale, and builds anticipation for delivery. The popular trend of unboxing was born out of creating memorable branding experiences with online shopping. Fundamentally, people like sharing great experiences, and content created by customers, helps your brand grow, it is a digital ‘word-of-mouth’
Make it Memorable
What is unboxing?
Unboxing is the act of opening a memorable package, examining its features while filming and sharing on a social media.
How important is it to create a memorable unboxing experience for your lingerie?
For e-commerce businesses, the shipped package represents the most direct touch point and connection with a customer. It also happens to be one of the most underused marketing opportunities.
While protecting your product during the shipping process is important, solely focusing on this function means your overlooking potential marketing opportunities from your packaging. A branded unboxing experience is a chance to deliver a memorable moment for your customers, and create repeat customers which will spend more on your product.
Investing in retention and loyalty marketing through packaging can move you off of the acquisition treadmill where you’re always trying to find new customers. It’s all in the details!
Women value luxury when it comes to lingerie. The industry is highly competitive with a few major players dominating it; however, new entrants can make waves via social media, and picture perfect packaging. Your packaging decisions might seem trivial, but they’re not. It will be the first thing a consumer sees–and you want it to be a joy to dive into.
Contact: Lizziee Jerez, Art Director of Packaging, Branding Design, & Photography.