We tell ourselves not to judge a book by its cover, but the simple truth is, we are attracted to whats attractive. On a recent hunt for a birthday present for my mother, I came across several beautiful handbags in several different boutiques. What ultimately influenced my final purchase decision was the complimentary gift-wrapping offered by one of the storeowners. The handbag itself wasnt any prettier or better quality than the others I was considering, but the packaging was beautiful. Brightly colored tissue, a big sturdy box, quality wrapping paper and an oversized hand-tied bow.
No, it wasnt sealed with a kiss, rather a large gold embossed sticker with the boutique name and logo (theres nothing wrong with a little discreet self-promotion).
Here are a few tips for better packaging-it might just buy you your next customer!
1. Show your customers what theyll get. The boutique I mentioned earlier had a gift box mounted on the wall near the cash register, so I knew what to expect. If youre selling online, provide a short description (or picture) of the packaging you provide.
2. Remember the details. Small items like earrings can be posted to a piece of cardstock customized with your embossed brand name or stamp. Place the item inside a drawstring organza bag (I like these multi-colored pouches.)
3. Include a story sheet. Customers like to read a little about what theyre buying. Include details about the origin of the materials you use, how you got started (but not your entire life story) and how to care for the item.
4. Promote yourself. This can be as simple as including your name, phone number and email address on the back of your story sheet. You want to make it easy for customers and gift-recipients to reorder your work, but you dont want them to feel bombarded with pamphlets, flyers and coupons.
5. Wrap the wrapping. Remember how great it was to get that box of wrapped Christmas presents from Grandma? Same principle here. Box the purchased item and wrap it before placing the wrapped box inside of the shipping box. This will make your customer feel extra special and he or she wont have to re-wrap the item if giving it away.
6. Keep it consistent. Keep the look of your packaging consistent. Dont just buy whatever packaging supplies are on clearance if theyre not consistent with your brand. You want people to learn to recognize your brand and associate it with quality and beauty.
The Importance of Packaging
