Have you ever wondered what the best way of getting your product from your warehouse to your customer is? No damage or disappointed customers, just your brand speaking for itself…
Well in this article we are going to be looking into what makes a good, and what makes a bad, ecommerce package, and how to implement the best elements into your processes.
If you clicked on this blog, then chances are you have at least heard of ecommerce mailer boxes, but just in case you need a refresher, ecommerce mailer boxes are a dual purpose type of packaging that serves both the functions of shipping and aesthetic packaging.
Many more modern, online brands are opting for this type of packaging as it is usually more sustainable than using 2 layers of cardboard based packaging and allows a business to customise the outer aesthetics of the box to a greater degree. They give off a more bespoke feel than a regular brown box, and this has led to custom mailers to become especially popular for subscription boxes and influencer gifting as it begins the branding experience before anyone has even tried your product.
Packing is often the first physical experience a customer will have with your online based brand so you want to make it a good one. That is why custom e-commerce mailers are such an effective piece of branding, as even before your customer has opened their order, they know it's from you and they can start getting excited about what's inside before they've even seen it.
This mindset then can be carried on into the customer's unboxing experience. You have probably opened a mailer box yourself, and I think we can all agree it feels far more premium than taking a pair of scissors to a taped up cardboard box.
As we mentioned above, the main branding benefit of a custom mailer box is the degree of customisation on the external of the box, which will be seen by not only the customer, but neighbors and postal workers handling the delivery. It can become its own little mobile branding unit wherever it is sent, and this gives you the opportunity to advertise in a space that is rarely utilised in marketing.
Getting back to your customers' experience, you can customise every element of their unboxing with logos, brand colours, graphics, internal printing, seasonal designs, QR codes and calls to action, which can even differ based on what type of customer you are sending to. If you know something about them, like their name, shopping habits, interests or anything you can use to customise their experience through the packaging and contents of your box, then it will build towards a more bespoke feeling and tailor made brand experience.
It's important to select a thickness of board that matches the weight and size of your product. The way a mailer box is designed (all its folds are constructed around corners and closure points to keep it secure) are all there to support the structural integrity of your package, but it still needs a high strength cardboard to make up the bulk of the protection. To keep your box from any potential collapse, you can use internal padding, like foam or cardboard inserts, to create structure within the box. The less empty space you have in your mailer, the less chance there is that your product will move around in transit or be able to be crushed under the weight of other parcels.
The most important thing to remember here is that if your packaging doesn't arrive in the same condition it left your warehouse, and there are signs of damage, that will trump any of your design efforts.
The right custom mailer box will depend on what kind of product you are shipping, but you should always ask yourself the same set of questions before coming to a decision. You should ask yourself, what is the weight and dimensions of my product, then off the back of that what materials do I need to make sure the box can’t break or let the product get damaged.
Once you have the structural and practical questions out the way you can then start asking yourself about the graphic design and aesthetic choices. What will engage my customer and how do I want them to feel when they receive their order? From here you can then apply your ideal customer profile to your box design choices and build something that will speak directly to their wants and needs.
Not sure how to go about this, or need a supplier who understands what a good piece of packaging looks like? Click below and a member of the expert team at Meridian will be more than happy to help you:
https://www.meridiancustompackaging.co.uk/contact
.svg){kind=small}
.svg){kind=small}
