Retail Blog

Product, product, product. It needn’t be said how important PRODUCT is in every case. However, sometimes it is more the packaging that sells the product than the product itself. Be sure to ask yourself when designing your packaging- is this conveying the right message for my product, and for my business?

Remember to think of the packaging as NOT being separate from the product you are selling- it is an EXTENSION of the product. There are the types of packaging we simply tear off and throw away -like the cardboard box casing that toys are mounted in, or the shrink-wrap on a book. And there are the types of “packaging” that remain with the product while it is being consumed- like all those fancy little shaped candy dispensers. I think most people would agree that it is the creative packaging of those dispensers that sells the candy, rather than the actual candy.

For a lesson about packaging, take a step back and study the cosmetic companies. They spend the big bucks in marketing dollars to study their target market and design their packaging to appeal to trendy teenagers and sophisticated women. The designs of the packaging change from year to year not because the product inside necessarily had to change, but because the companies have to continuously change the packaging to keep up with trends and the desires of their market.

Packaging is not all about function. It is also about perceived value. Do you remember your first purchase at a high-end clothing store - when the sales clerk carefully laid out and folded the garment on a piece of tissue, neatly wrapped it up, fastened it with a nice sticker, and placed in a “high-end” paper bag? How did that make you feel? Didn’t you feel that there was something special to the experience, like your purchase meant enough that they took the time to wrap it in this way?

The fact is, we all like to be spoiled from time to time. We want to feel important as a customer and that our purchase was valued. Of course, different customers sometimes want or expect different things. If we order a book through the mail, we expect it to be packaged well to protect it from the wear and tear of shipping. Upon arrival, we proceed to tear off the protective layers, and are thankful that it is in good condition. Anything more than this is a bonus. Some customers EXPECT to be spoiled. For example, if your customers are future brides, it is best to make them feel as special as possible. They are spending a great deal of money, and they want to feel important on their wedding day, but also while making their wedding purchases. Go that extra mile to beautifully wrap their purchase, give great service, etc.

If you run a boutique (either a storefront or an online store), do you want your packaging to convey a “specialty store” feel? How are you packaging your items to send to customers? If you yourself are an online shopper, you will likely appreciate the seller who includes an insert thanking you for your package, along with contact information, and maybe a promotion on other products, all nicely wrapped up for you, as opposed to the seller who simply throws it in a bag with a packing slip. Presentation needn’t cost much- tissue, ribbon, stickers, printed up cards or brochures with a thank you message, are not expensive. Want to REALLY impress someone? Include a hand-written note.

Take a step back and ask yourself- what does your packaging or product presentation say to you?

Oh, but the catch to this is- you never get that “first impression” chance back again. To really test the impression your packaging makes, you need to ask other people who are seeing it for the first time. Consider running a consumer focus group- to gather information relating to your product, AND your packaging. You can hire a company to run this, or even perform your own informal study. You need to get honest opinions- what do they think about the way the product is packaged or how it is shipped? What image does it convey? Give them samples of different types of packaging, and see what is preferred by individuals in your target market. Test them to see what the perceived value is with the different styles. Ask for suggestions or improvements. Have them compare your packaging to that of one or more of your competitors.

The fact is- packaging that LOOKS different gets noticed. It is not uncommon for a customer to be impressed by good packaging and comment on it, even though it is the product itself that really matters. Don’t shy away from packaging that costs you more- it may be worth paying for an upgrade, because it may drastically increase the perceived value of your product. Importantly, stick to what you know appeals to your target market (be sure to study this if you need to!) and stay true to your brand. Keeping all this considered, you are sure to have your packaging convey the right message, and have an easier time marketing and selling your product.