A lot of noise has been made over the last decade about creating an interactive marketing experience for consumers. Brands have spent countless millions developing high-tech solutions such as augmented reality, hyper-focused smartphone apps and social media campaigns. The goal with all of these is to build something that’s more of a two-way street than traditional advertising, which tends to make the consumer a passive recipient of a static message.
However, what many companies fail to recognize is that there is a form of interactive marketing that has existed long before social media, the Internet, TV and even radio. It’s a platform that reaches 100% of customers no matter what they buy or where they purchase it. It doesn’t require any coding skills or constant attention to a Twitter feed. It’s your packaging, and in the age of e-commerce it may be one of your most important tools to boost customer retention. Read on to learn more about how crucial retention is to your brand and how a customized package can give you an edge.
What Customer Retention Is and Why It Matters
Maybe you’ve heard the term “customer retention” before but never thought about what it meant. Simply put, it’s the process of convincing someone who buys from you to come back again the next time he or she needs something you sell. It’s been proven time and again that it’s easier and less expensive to keep the customers you already have than it is to attract new ones. Long story short, if you want to ensure your business has staying power, it’s in your best interests to concentrate on retaining your clientele as much as possible.
How Customer Retention Typically Works
There are many reasons why someone chooses not to give a company repeat business, and you don’t want to be guilty of any of them. These include poor customer service, inconvenient purchasing processes, insufficient value for the money and many more. Essentially, brands and businesses want to make the experience of shopping with them as pleasant and satisfying as possible.
One critical aspect of this that’s often overlooked is the feeling shoppers have when they buy from a particular company. This is more important in the realm of online shopping, where there are fewer opportunities for providing high-touch interactions. Consumers click on the products they want, enter their payment method of choice and wait for their goods to be delivered. The odds that they will connect with a sales representative are low. This means there are fewer chances for your business to make a personal connection and build an emotional bond with your customers.
Custom Packaging Is the Answer
If you’ve ever spent any time online, you probably have come across the phenomenon of the unboxing video. Originally reserved for high-tech products such as smartphones or video game consoles, today these can be found for a wide range of consumer goods. In these videos, influencers and other content creators take a new product out of its package and show it off to their viewers. They’re popular because they provide a sneak preview of a highly anticipated new item, but they also demonstrate the power packaging can have as a form of marketing in and of itself.
If you’re trying to find a way to boost your customers’ experience with your brand, a plain cardboard box simply won’t do. Customized packages, on the other hand, strengthen the connection between you and your clients. There are numerous ways in which you can accomplish this:
- Logos and wordmarks: Having your name splashed across the front or inside of a box shows consumers that they’re getting something special. It also helps create a sense of anticipation and excitement that a plain shipping carton can’t generate.
- Colors: When you take the time and effort to print packaging that features your brand’s colors, it communicates to shoppers that you’re dedicated to making the shopping experience unique in every way. This can be helpful for building a rapport with your customer base.
- Inserts: Finding something unexpected inside your packaging can go a long way to telling your customers you appreciate them. Whether it’s a simple “thank you” card, a newsletter or a flyer promoting related products, it lets them know that their patronage is important and valuable to you.
Happy customers are repeat customers, and building loyalty is crucial for ensuring your long-term success. A strong sense of interaction with your company is a great way to achieve that. Before you sink a lot of money into the latest Internet marketing trend, however, stop and take a look at the messaging your packages are sending. There’s a good chance that a few adjustments to how your goods are packaged can go a long way.
About the Author: Miriam Tovar is Marketing Manager for Chicago Tag & Label, which manufactures custom forms and labels. Tovar has 12 years of experience in the industry and focuses on delivering innovative print solutions to a broad range of industries including retail, e-commerce, distribution and medical.