We've experimented a lot along the way and have finally settled on what our customers tell us is a fantastic experience to open.
Recently a customer Lucie, posted to our Facebook page a 9 part photo she'd put together showing the process of unwrapping the packaging for our shoes (posted below with her permission). In it you can see:
- Matt black Shoes of Prey branded shoe box
- Shoes of Prey black ribbon and tissue paper
- Shoes of Prey branded silk shoe bag to keep your shoes in
- Matt black envelope with wax seal
- Developed photograph of your shoes
- Handwritten note introducing you to your shoes
- Bag with different shoe inserts to assist with comfort and sizing
- Most importantly, the shoes themselves!
This sort of packaging isn't going to work for all brands. It costs us a couple of dollars more than standard packaging so if the brand proposition for your online retail business is the lowest price this type of packaging might not work well for you. However it fits nicely with our brand and when viewed as a marketing investment rather than an operational expense, we get a great return on investment from the money we spend on our packaging. It's another 'purple cow' reason for customers to talk about our brand as Lucie has. In addition to the time and effort she's gone to to put this photo together, I love her comment, "You got me pretty emotional Shoes of Prey! Thank you so so much! ♥"
How do you approach packaging in your business? Which online retailers have you seen who do packaging really well? Posted to Power Retail.