We’ve already started off at a distance, haven’t we? You’re reading my words on a screen. You don’t hear my voice or see the expression on my face. E-commerce retail isn’t exactly warm and fuzzy but the goal of our company is to make it as personal as possible.
We exhibit this by the way we answer our emails, phonecalls, orders and lastly, deliveries.
This Inc. article explains how other big brands are trying to add a kind and human touch, even in a virtual era:
Some brands are fine with that experience featuring the same old brown cardboard box, but that’s not necessarily going to build customer affinity. Impressive packaging can be the differentiator for retailers hoping to stand out from the pack and create loyal brand advocates.Mr. Porter and Ralph Lauren are good examples of retailers that are delivering a premier shipping experience. I believe it’s an investment that will pay off for them, just as it could for others who make a similar investment.
Consistency is key in the online shopping experience, and Mr. Porter has a clearly defined approach to packaging that leaves a positive impression on shoppers. Every order is sent in a cardboard box that has a slick white box inside branded with the “Mr Porter” logo in black. The retailer also pays close attention to package fit. Both the branded white boxes and the exterior cardboard shipping boxes are nearly always right-sized for products.
Ralph Lauren’s packaging is also extremely consistent and always of high quality. Nearly every order receives an identical treatment, proving that high-volume retailers can deliver consistent, seamless branding at scale for online orders.The iconic Ralph Lauren logo is printed in navy inside the lid of the pizza box-style outer container.
The company also attaches a thank-you note to brown wrapping paper with a Ralph Lauren-branded navy sticker. It feels like a gift. It’s special. And at the end of the day, making your customers feel special is what it’s all about. If you’re clever enough to create that experience in a box, customers will come back for more.
What would make your experience with us more personal? How can be think outside of the brown cardboard delivery box? We’d love to hear your input.
