Being flexible, adaptable, and accommodating to consumer needs is critical to supporting your business. The COVID-19 pandemic caused a major shift in consumer purchasing behavior which continues to trend toward online shopping. This is no surprise considering that eCommerce has made it much easier and safer to browse and buy products.
The sharp increase in eCommerce has caused many businesses to do things differently, and jewelry brands are no exception. As a traditional jewelry retailer with a strong brick-and-mortar presence, pivoting toward eCommerce is equally as challenging as it is necessary. In addition, the highly competitive nature of the jewelry industry makes it all the more important for brands to make an effort to stand out.
Read on to learn more about eCommerce in the jewelry industry and how custom eCommerce jewelry packaging can support business growth.
The effort you put into every touchpoint in the consumer experience speaks volumes about your brand — the more detailed you are, the better. eCommerce packaging is an often overlooked, yet critical, part of the consumer experience.
Fashionable, high-quality eCommerce packaging will give your brand the “wow” factor it needs to stand out from the competition. It is essential to boosting brand awareness and turning loyal consumers into advocates. Additionally, it is an invaluable opportunity to show consumers you care about their experience with your brand.
While consumers typically care most about the products inside of the packaging, they still need to engage with it when they receive their order. Both design and materials play a crucial role in the final packaging solution and its perception within your consumer base.
While you want a packaging solution that is fashionable, trendy, and timeless, jewelry can be expensive, fragile, and offer great sentimental value to your consumers. This makes it all the more important that it is sufficiently protected during shipping, which is a difficult art to master. On one hand, sending orders in plain, unstylish, yet sturdy packaging to cut costs can detract from the consumer experience. On the other hand, overpackaging can cost much more and generates a lot of waste.
Here are some valuable ways to enhance your eCommerce experience through custom jewelry packaging.
The key to increasing brand awareness, elevating your image, and emphasizing your brand message is through consistency — and what better way to provide a consistent consumer experience than creating packaging that mimics your in-store experience? In fact, consistent brand presentation has proven to increase profits by 33%.
Choose packaging materials, colors, finishes, and designs that match your brand. For example, if your primary brand color is red, cover your kraft mailers in red using single-color printing. Make it stand out by using a satin or glossy varnish. Emboss, deboss, or digitally print your brand’s name on the exterior or add an eyecatching, on-brand design. If you cannot customize its exterior, you can add all of these unique features to the interior of your shipping boxes — creating a pleasant surprise when consumers open their order.
If you have a strong brick-and-mortar presence, include your shopping bag in your eCommerce orders. This will make online shoppers feel like they are getting the same experience whether they shop in-store or online.
You can also add unique features to your packaging’s interior. Die-cut windows are a creative way to replicate the in-store experience by making it feel like you are looking through the jewelry case in-store. Keep your products safe in their shipping container with cardboard inserts or printed void fill or tissue paper.
Sustainability is a common motivator behind consumer purchasing behavior. Most consumers, eight out of 10 to be exact, have stated that sustainability is an important cause to them. This is especially important to note considering that 71% of consumers prefer to buy from brands that are aligned with their values.
Many brands are trying to improve their sustainability efforts, and there is a wide range of ways you can do this in regard to eCommerce packaging. Opt for minimal packaging — by simply not overpackaging each shipment, you will be able to cut costs and reduce waste and your carbon footprint. Choose sustainable options like swapping plastic bags for paper products or using recycled (or recyclable) packaging materials.
When a consumer feels valued, they are much more likely to not only stay loyal to your brand but become an advocate. Reusable packaging solutions are a strategic way to add value to each shipment. In addition, they are also a sustainable packaging solution. It is a win-win.
Protect your products by wrapping them in reusable fabric jewelry pouches. Consumers can (and will) reuse these for safe storage, traveling, organization, and more. Wrap the shipment’s contents in a branded fabric tote or backpack to increase protection and stylishly deliver the product. Include pamphlets with exclusive benefits such as discounts or information on new product launches.
Readying your brand for eCommerce does not begin with the packaging itself. Instead, it starts with choosing the right packaging service provider.
An experienced, reputable, and collaborative packaging service provider will help you streamline your eCommerce efforts, improve margins and sales, and make it easier to get your in-store and online experiences aligned. Look for a service provider that specializes in sustainable packaging solutions, can keep up with industry trends, and produces memorable, fashionable, and gift-ready packaging.
At Edge2Edge, our team of highly specialized packaging experts will work with you to design creative, strategic eCommerce packaging that increases margins and sets you apart from the competition. With an optimized supply chain, innovation in sustainability and structural design, and more, we are proud to be an end-to-end packaging service provider for some of the biggest brands to date.
Ready to create eCommerce packaging that “wows” your consumers? Contact us today.