According to Joe Cupido of RetailPackaging.com, “Small retailers can find it hard to compete with big-box retailers and the uniqueness that great packaging brings can help a retailer stand out and thrive against the stiffest competition.”
The survey found that packaging played an important role in the retail marketing mix:
- 48% felt packaging helped them compete with big-box retailers.
- 64% said that packaging was an important part of their brand.
- 49% felt that packaging was particularly important in online sales.
“These retailers are battling every day against big-box retailers and they’re succeeding because they focus on unique products packaged in a unique way,” says Cupido, “They’ve a ton of expertise and we tapped into that by asking what advice they’d give a new independent retailer.”
“Their answers told us that packaging makes an impact in 3 main areas - Branding, Wrapping and Customer Service - and that translates directly into more sales,” says Cupido. Here’s a selection of the top tips from independent retailers:
“Make your brand and packaging fun with a cute twist that will remind them of your store every time they see the bag,” Cathy McCarthy, Allettijewelry.com
“Some of our customers have told me even if I sold junky stuff, they would still buy from me just for the wrapping!” says Christine Dziengelewski, Over The Moon Gift Shop. Her advice, “put each gift in a beautiful box stamped with your logo, offer several choices of wrapping paper with tissue paper to match and finish it off with real ribbon!”
On Customer Service:
“Customer service and packaging make a big difference. Our customers love that they don’t have to do a thing after they purchase from us - especially the guys!” Karin Burg, Corner Studio Jewelers.
You can find more tips in this presentation “Packaging Tips For Independent Retailers in 2013” at www.retailpackaging.com/blog/2013/01/13-packaging-tips-that-boost-sales-for-independent-retailers/.