Bespoke packaging has the power to influence the overall customer experience and determine whether or not consumers commit to repeat purchases.
Brands only succeed as a result of loyalty and advocacy, and packaging’s role in the purchasing journey means it will often determine whether a first impression is positive, or negative. Positive first impressions build loyalty, negative impressions dismantle it.
There are a number of important considerations to keep in mind when designing bespoke cardboard packaging that needs to create a memorable customer experience. From increasing perceived value, to product protection and creating convenience for customers, striking the perfect combination can bring customers back before they have even used the product inside.
Read on for our recommended methods of elevating the customer experience with bespoke cardboard packaging.
Even if a product is not premium, packaging has the power to make it feel premium and drive up its perceived value. If perception outweighs reality, then consumers might be willing to pay more than the true value and feel greater satisfaction at the point of purchase.
Including eye-catching designs instantly increase perceived value in the mind of a consumer. Brands can also maximise the unboxing experience with surprise features including personalisation, and QR codes linking to exclusive offers and promotions.
Value means different things to different people. If you want to increase perceived value in a cost-effective way, then focusing on the unboxing experience and how you can elevate the look and feel of your custom packaging, is a great place to start.
One of the biggest disappointments for any customer is receiving goods that are damaged or faulty. This interaction risks breaking consumer trust, generating negative reviews and reducing the likelihood of future purchases.
The unpredictable nature of couriers means brands must invest in custom packaging solutions which not only look great, but also prioritise product protection. Oversized packaging allows contents to move in transit and increases the likelihood of damage occurring. Bespoke packaging can be the difference between receiving an item in one piece, and receiving it in several pieces.
From structural enhancements such as internal packaging fitments to restrict movement, to selecting the correct board grade and manufacturing packaging to the size of its contents, it’s worth taking the time and effort needed to ensure your bespoke cardboard packaging is tailor made for your product to reduce the risk of returns and negative reviews.
People typically buy from brands they trust and connect with. Trust can be earned through a product that does its job and solves a problem. It can also be achieved through consistency and an alignment of consumer and brand values.
Increasingly, consumers want to purchase from brands that reflect their own values. These could be centred around sustainability and ethical choices, or famous collaborations and partnerships.
Custom packaging is the perfect vessel for communicating brand values. From the materials used in manufacture, to the designs and messaging applied to the box, how packaging shows up can quickly determine if brand values align with those of the consumer.
Most people want solutions that save time and make experiences simple and stress free. Complication is a barrier in a world where people are increasingly time poor. With this in mind, prioritising convenience can really improve the customer experience when designing bespoke packaging.
Tear strips, for example, make the experience of unpacking an item quick and simple. Equally, re-sealable strips make returning products efficient. While no one wants to return an item, efficient return methods can make a potentially negative process feel positive.
These thoughtful touches really enhance the customer experience by creating memorable moments for all the right reasons. They demonstrate that a brand has the consumer front-of-mind at all times, building trust and loyalty for potential repeat purchases.
If you’re searching for a business with five generations of knowledge elevating customer experiences through bespoke cardboard packaging, then speak to our team for expert advice.
