The men’s grooming market has steadily grown over the past few years, and there is no sign of it slowing down anytime soon. With growth comes more competition, making it extremely important to invest strategically in how your brand stands out.
One crucial way men’s grooming brands can come out on top is by prioritizing and focusing on their customer experience. Retail packaging is a great way to market your brand and help make a mark on your customers.
The psychology behind product packaging is not a secret: Consumers are more likely to purchase products that attract their attention. Color, composition, structure, materials, and branding — each element of your product packaging has a psychological impact on the consumer and can motivate them to make a purchase.
This sentiment rings true for product packaging and retail packaging alike. Retail packaging is just as important (if not more) than product packaging. Think of your retail packaging as an extension of your brand experience. On-brand, custom retail packaging contributes to a consistent consumer experience, which is key to increasing brand awareness and loyalty.
It is an opportunity to make a positive, lasting impression and establish a lasting connection with your target market, making it a critical touchpoint in the consumer experience.
The key to standing out from your competition is understanding your consumers. They will inevitably interact with your retail packaging when they purchase your products. Identify their struggles, wants, habits, values, beliefs, and preferences, and use these insights to shape your packaging development.
In addition, familiarize yourself with your competitors. Take note of what they are doing successfully and where they can improve. Use these findings to create a packaging solution that helps you stand out from your competition.
Consumer demand is motivating many companies to switch to sustainable packaging solutions. In addition to impacting consumer purchasing behavior, choosing sustainable materials supports the environment and everyone who lives in it.
Create outer and inner packaging from recycled paper or plastic (rPET). Opt for paper bags instead of plastic. Switch from solvent-based inks to water- or vegetable oil-based inks. Use 100% recyclable, 100% biodegradable paper or plastic.
Furthermore, consumers prefer that brands take a holistic approach to sustainability by considering their packaging’s overall impact. Choosing a reputable packaging service provider — one that uses environmentally friendly practices and a sustainable supply chain — is a great way to support your efforts. The right partner will help you create sustainable products without sacrificing quality or disrupting the supply chain.
eCommerce has created the perfect opportunity for brands to connect with consumers on a personal level. Create a memorable unboxing experience that gets (and keeps) your consumer’s attention.
The foundation to a great unboxing experience starts with high-quality, on-brand outer and inner packaging. However, that is not all. Take the extra step to connect with the consumer and make them feel valued. Include personalized components such as a free sample of a new product or a popular favorite. Add a thoughtful accessory such as a coupon or thank you note. If you are known for your in-store experience, like Tiffany & Co. for example, include your shopping bag in your eCommerce shipments to make the consumer feel like they are not missing out. Incorporate new product announcements, promotions, and other marketing materials. Add your social media handles and website to these materials to keep the relationship alive.
Making consumers feel appreciated is key to gaining their loyalty and building strong lifetime relationship value.
The design of your packaging is just as important as its structure and materials. Here are some unique ideas for men’s grooming retail packaging:
Pioneering the future of men’s grooming retail packaging is no easy undertaking. Partnering with the right service provider can help you streamline the retail packaging development process.
At Edge2Edge, you can rely on our extensive retail packaging experience and dedicated team to help you NAVIGATE the complexities of custom men’s grooming packaging, from concept to production. Our long-standing manufacturer relationships ensure the highest level of quality control. Our efficient, compressed supply chain enables us to help you scale and grow efficiently and affordably.
Contact us today to get started — share your vision, and we will help you bring it to life.