Some businesses seem to take packaging somewhat for granted, without putting too much thought into it or its importance.

Yet, especially if you’re an e-commerce organisation, packaging is something which just about every business needs to use, whatever the size of your enterprise. And you may feel that you just want to go for the easiest, cheapest solution when it comes to wrapping up the goods you want to sell. But here’s why making the right decisions on this issue can make a huge difference to your brand. For example:

1. The best packaging can help create a brand experience that’s remembered for all the right reasons, even it if may cost a little more than some of the alternatives.

After all, from the moment someone receives their package, what it comes wrapped in forms part of the overall customer experience. In fact, the whole ‘unboxing’ thing has become an essential marketing tool. It may once have been something of an online fad, with authors, for example, filming themselves unwrapping freshly delivered boxes of their books, but now it’s a must-have.

There’s a lot of emphasis placed these days on ‘the customer journey’ and, these days, that begins with the minute your goods first arrive in your customers’ hands. Bespoke packaging seriously adds value to the whole experience, with 61% of consumers saying branded packaging makes them more excited about the receipt of a box. It’s this kind of excitement which can boost sales, with between half and two thirds (61%) of us reportedly getting more excited about opening a package with branded wrapping.

Not only that, but branded packaging also creates more of a buzz around your brand – with half of consumers willing to recommend something that comes wrapped up this way, regardless of what the item itself actually is.

• Packaging is effectively an extension of your brand; indeed, that’s probably the best way to think of it. Brand perception really matters, and in an era in which everything is increasingly online, packaging offers one way of providing a tangible connection with your customers. Use it to communicate as a key part of your marketing strategy.

• At the risk of stating the obvious, packaging protects your products – after all, that’s what it’s there to do; provide safeguarding in transit, while protecting the customer experience and your reputation at the same time. Additionally, as we’ve reported previously, in-transit damages are disproportionately expensive to your business. It costs you more than just money – you also miss out in terms of reputation, customer loyalty and repeat orders. Valuable relationships are broken as well as the actual goods.

How we can help

AirPack systems is a leading UK provider of inflatable packaging. Our inflatable Airpacks provide superior in-transit protection thanks to the unique cushioning effect of the individual inflatable chambers which wrap themselves around whatever you’re sending.

The packaging is made in our own factory with custom designs a specialty, plus we offer extensive choice with free shopping on orders worth more than £125.

Get in touch with us today to learn more about how we could enhance your brand with high-quality, custom-made packaging which delights from the moment it arrives in the recipient’s hands.