It’s a wonderful feeling when something you ordered arrives at your doorstep. You can’t wait to tear the package open, see, touch, and try out your new “thing.”

This excitement is something every ecommerce business owner (i.e., you) should take full advantage of, as it’s a golden opportunity to communicate your brand to customers. The more unique and enjoyable you make the unpackaging experience, the more positive feelings you create for—and trust you gain from—your customers. Not only that, but the more likely they’ll be to recommend your products to others and buy from you again!

You may be thinking, “That sounds great, but how do I package my product to make something as mundane and potentially unremarkable as opening a package special and memorable?”

My answer: There are several ways, and I can’t wait to share them with you below!

1. Make your packaging eye-catching.

Your packaging should always be branded; steer clear of plain boxes and envelopes—they send zero message to the person opening your product. A package with clear branding adds to the excitement and memorability of the unboxing experience, and when the opportunity to buy from you again presents itself, your customers will recall their first experience fondly and be inspired to go for round two.

There are countless options out there for how you can style your own branded packaging. Just be sure it looks awesome and that it is unmistakably on-brand … so your customers, and everyone who sees it on its delivery journey, knows it’s yours.

And if you’re using boxes, don’t forget about the inside! The inside flap is valuable real estate you can use to provide additional information about your product, tell a funny joke, or leave a feel-good message or doodle for your customer. 

2. Use notes to make it personal.

A customer’s journey doesn’t end when they place an order. In fact, you could argue that it actually “starts” there because it’s the beginning of a new relationship (they’re no longer browsers, they’re officially customers!).

Including a handwritten (or typed) note when packing your merchandise shows people there’s a real person on the other end who cares about their entire customer journey. Sometimes it’s the “little things” that make the biggest impact.

If you decide to go this route, remember to address your customer by name and include a brief message thanking them for their purchase. You might also use this opportunity to educate them about your business’s origins and explain what their patronage means to you. 

You could also use the note as a vehicle for offering a discount on their future purchase. For example, “Get 20% off your next purchase with coupon code NEXT20. Coupon is valid for 30 days.” This increases the customer’s eagerness to make a fresh purchase, particularly if the product is a consumable item.

Whether you use your note to simply leave a sincere message, extend a discount offer, or both, it will go a long way in increasing brand recall and loyalty … which can only mean good things for your business.

3. Throw in free product samples.

What could be better than receiving an unexpected complimentary sample of a new product with your purchase? Consider ordering a bottle of your favorite perfume and receiving a “sneak peek” sample of the brand’s newest scent. Wouldn’t that be wonderful? Or how about purchasing a makeup kit and discovering that the package includes some freebie wipes for removing your makeup at the end of the day?

Small gestures like this not only bring joy to the recipient but also serve as a great way to market new products to your existing audience. And heck, they may even prompt your customers to share your product/brand with friends, family, or their social media network … equating to free marketing exposure (and revenue) for your business!

4. Include stickers with your logo.

Stickers are an inexpensive way to remind customers of your business, creating a memory that lasts well past the initial unboxing. Every time they see the sticker, they’ll think of your brand. And other people will probably see it too, which means more free exposure.

For instance, a company selling car cleaning equipment could include a humorous bumper sticker with the company’s logo in their packages, and when customers use them, other drivers will be introduced to or reminded of the brand.

5. Add a catalog with new products or sale items.

Product catalogs are a great way for ecom store owners to leverage the unboxing experience by presenting new releases or sale promotions. In addition to stellar product images and pricing, you could also include a voucher to entice visitors to return to your store and purchase things featured in your catalog.

Wrap-Up

Product packaging is a critical aspect of every ecommerce business. It is the only thing related to your store that has a 100% open rate, which means you need to make it a positive and memorable experience your customers won’t forget. It’s your invaluable chance to connect and build trust with them on a deeper level, establishing a long-lasting, reciprocally beneficial relationship (i.e., happier customers, more money for you) between your customers and your brand.