March 13, 2024

In today's digital age, the way we connect with businesses has fundamentally changed. With the rise of AI chatbots, electronic communication, and online shopping, the human element in customer interactions has diminished. This shift makes the initial engagement—a customer's first experience with your brand—critical.

These early encounters, whether impressively memorable or lackluster, set the tone for future interactions. As eCommerce sales have surged by nearly 1000% over the last decade, the convenience of shopping from anywhere at any time has become a norm, presenting brands with new challenges and opportunities to connect with customers beyond the traditional in-person experience.

One crucial aspect often overlooked is packaging. It's not just about wrapping your product; it's an extension of your brand and a key player in the customer's overall experience. The phenomenon of "unboxing" videos, with billions of views on YouTube, underscores the importance of thoughtful packaging. It's an opportunity to make a positive, lasting impression on both the conscious and subconscious levels of your customer's perception. Whether you're already prioritizing packaging or just beginning to, there's always room to enhance how your packaging reflects your brand values, such as premium quality or commitment to sustainability.

Let's delve into key packaging considerations that can elevate your customer's experience:

The Importance of Durable Packaging

It is important to ensure that your packaging materials are sturdy enough to protect your product(s) during transit. A popular approach is to use additional padding and cushioning to safeguard items from damage.  However, using the right-sized box for the order being shipped often reduces damages with no additional dunnage or filler necessary. 

Why Sustainable Packaging Matters

Choose packaging that aligns with your stated ESG goals and your commitment to the global environment. Consider eco-friendly packaging materials to appeal to environmentally conscious consumers. By simply choosing sustainable and recyclable packaging materials and limiting wasteful plastic void fillers, you can make a big statement.

At Packsize, we believe right-size packaging made on-demand is the best sustainable solution for all customers and for the planet. 

Packaging Feedback to Determine What Works, and What Doesn't

Guide customers to online materials such as produce guides or usage tips. Inserts can be annoying and everyone can engage with your material online from their fingertips. Additionally, encourage customers to share their unboxing experience on social media to help build your brand and provide feedback in areas that are working well and areas that need improvement. 

Offering More Packaging Options at Checkout

Consider offering different packaging options, allowing customers to choose their preferred packaging type. Be open to testing different packaging options at different prices. As we’ve studied younger consumer behaviors and sentiments, they are often willing to pay more at checkout for their order when it is packaged in a sustainable way.  

Personalized Packaging Goes a Long Way

Personalization is likely the best way to connect with your customers. Consider including thank you notes in some orders or a personalized message thanking them for buying from you. This simple, low cost gesture could earn you a customer for life! 

Wherever you find yourself on your journey today, keep working towards a more sustainable and positive customer experience when it comes to packaging. All businesses should consider packaging as part of the products that their customers are experiencing with every order placed.  With that mindset, everyone can take simple steps to deepen the brand and customer connection as we grow and connect more and more in the months and years to come.  

Connor Pehrson

Director, Product Management

With over 14 years of experience in product management, Connor has had the privilege of working with some of the brightest minds in the tech industry, solving some of the most pressing problems and leading cross-functional teams to deliver exceptional results.

When not working, you can find him ski touring in the Wasatch Mountains or bombing down a canyon on his road bike. His love for the outdoors aligns closely with the Packsize vision. More sustainable packaging globally ensures greener forests in the mountains and more powder to ski in the winter.

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