The pandemic has accelerated consumers’ familiarity with online shopping as prolonged lockdowns and a series of restrictions on access to physical stores have forced them to turn to e-commerce to meet their consumer needs. According to a recent survey by Focus Bari (May 2021), 68% of Greeks have made at least one online purchase in the last six months while 6 out of 10 of those who use the internet, buy through online stores (source: SEPE, April 2021).
This new reality can function as a unique opportunity for every business while at the same time, depending on how it will take advantage or not of the new conditions, it can function as its “nightmare”. The competition between e-shops has increased rapidly and at the same time new markets – in addition to the Greek one – have entered dynamically in the palette of choices of each consumer.
While some e-shops around the world have invested in the speed of sending orders – which has plagued thousands of consumers and businesses in recent years – others have added “packaging” as their competitive advantage, realizing the important role they play in the “customer experience”. Every modern business, like yours, that wants to enter the e-commerce game dynamically and emerge unscathed from the competition, must redefine the attention it pays to the packaging received by the consumer.
But how does packaging affect consumer choices and why is it so important for your brand image? Here are the 3 strongest reasons that will motivate you to invest in a package that goes beyond the trivial.
You may have wondered many times why some of your customers never returned to your e-shop for a second or third purchase. You may think that they did not need any additional product from what you offer for the time being or that you should invest in an email marketing strategy that will keep them warm or that it is the fault of the transport company that did not deliver the order on time.
We, however, will tell you that the packaging in which your customer finally received his order was to blame. According to a survey, 52% of online shoppers who receive their order in a great package, would return to this e-shop for future purchases (source: GWP Group). This fact confirms that a carefully designed packaging enhances the reliability and good reputation of your business while also acting as an effective way to improve the image of your brand. It helps you to get repeaters, i.e. loyal customers for whom you are the first if not the first choice for their future purchases.
We have noticed in recent years how social media and specifically UGC (user generated content) can take off or ruin the reputation of a business, an important person or a product. If you feel that you cannot control the UGC, we have good news for you. In some cases you can.
How; Through a perfect package. According to the Dotcom Distribution Packaging Report, 60% of online shoppers are willing to share a photo on their social media as long as the product is in a carefully designed package while 85% of millennials were influenced and proceeded to purchase a product through a similar item. content on social media (source: Marketing Dive). So, can you take the image of your brand in your hands through packages that will make you stand out online and offline and will be the reason for your brand to be advertised by your customers?
We have mentioned it and in the past, we repeat it again, that the moment your customer receives his order is probably one of the most important points to “steal” the impressions and stay engraved in his mind. Your backwardness is something you have to approach carefully.
It takes seven seconds for each of us to make an impression on something or someone. If your customer receives a simply and indifferent package, he will just tear it quickly and deal with its contents. But if he receives a cleverly and carefully designed package, he will invest time to process it, he will think a little more about your brand, that you are a brand that cares about its customers and he will be excited. In short, you will be forever engraved in his mind and therefore in his choices for the next order.
At Cartabianca, recognizing the importance of packaging in enhancing the reputation of each brand, we offer quality and excellent options that will help you stand out from the competition. Contact us to discuss your needs and suggest effective solutions that will strengthen brand awareness and increase your sales.
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