When our senses are fully engaged, we build stronger connections and memories. From interactive learning to shopping, the experience plays a significant role in our attitude to what we’re presented with. So, when it comes to sending out e-commerce deliveries, can you use sensory packaging to craft an experience?
Engaging the Customer In Person or With Packaging
As a shopper in a shop or at a market stall, you can be exposed to a full sensory experience. You touch the products, so you feel the fabric or gauge the weight. In addition, the mood can be set with subtle fragrances, lighting and product displays. You might have the opportunity to taste or try a sample and there is the interaction with the seller.
If we are aligned with the environment, there is an increased chance that we will buy. What’s more, we’ll have positive associations with the product and brand. That increases the likelihood that we’ll return and recommend.
However, with online shopping, this connection between brand and customer is remote. When you simply send the order in a standard box, engagement is at a minimum. Unfortunately, this is a missed opportunity to enhance the experience and connect. However, it’s an issue that you can address with sensory packaging.
What is Sensory Packaging?
Sensory packaging focuses on the unboxing experience from the recipients’ perspective. Specifically, it considers ways to increase the engagement of more senses.
Sight – Internal flood printing for vibrancy or a stylish graphic print or font to add visual appeal. Inserts can elevate the presentation of your product, with each element laid out for the buyer.
Touch – Using various textures and weights. Consider the contrast between a rigid box and shredded paper or a moulded paper pulp insert and gloss print information card. Tactility can also be achieved with embossed card, textured paper and even a temperature contrast between cardboard and a metal or glass container.
Sound – The rumble of a tear strip, the smooth glide of a released tab and the rustle of tissue paper.
Smell – This may come from the product or could be added with a fragrance-sprayed card.
Taste – Not the easiest, yet you may have a sample to include in the box.
Enhancing the sensory experience doesn’t mean radical changes to your existing packaging. Small elements could elevate the connection with customers. What’s more, they can be achieved using 100% recyclable paper-based packaging materials. As a result, there is no compromise on sustainability.
Using Packaging to Engage Customers
A sensory experience is not the only way to engage your customers. Why not personalise the interaction with printed information, messages or discount codes on your boxes? Your customers will read these and get added value. Alternatively, print a QR code linking to a relevant website page. We share more on this connective packaging in our recent Packaging Trends article.
If you are ready to think beyond the box and craft a more engaging experience, we can assist with ideas and solutions for your e-commerce packaging. Call our friendly team on 01296 436888 or email enquiries@abcbox.co.uk.
