Have you ever heard the saying, “Don’t judge a book by its cover?” While that might be wise advice when it comes to choosing your next novel, it’s not the way consumers feel when they get your package in the mail. Due in part to the increase of influencers creating popular unboxing videos to show off the new products they’re using, consumers demand a personalized, premium experience when they order from an online store.
So what are some ways that e-commerce brands can delight their consumers and increase customer loyalty?
1. Start With The Box
As an e-commerce store, your brand doesn’t have the opportunity to wow customers in the store with smiling staff, upbeat music and great decor. Once someone has purchased a product from your site, the very next touchpoint they have with your brand will be the box their order comes in.
Gone are the days when you could stuff your product into a boring brown box, slap a shipping label on it and send it on its way. Instead, e-commerce brands who want to hold on to their customers are turning to fulfillment partners to create branded boxes that fit their product perfectly. No excess packaging, no flimsy envelopes, no bulky boxes. Just a premium, branded box that your customer will remember.
A Simple Global client, that has mastered the unboxing experience is Knicker Luxe. The customer’s purchase is neatly folded, hand wrapped in tissue paper, and gently placed into a customized box with a gold charm on top. Not only does this offer an exceptional unboxing experience for the customer, but it also creates a memorable experience that increases
customer loyalty and encourages referrals.
2. Include A Small Gift
One of the most effective marketing strategies of all time is to include a free gift with a purchase. That’s why brands like Nordstrom, Macy’s, and Bloomingdale’s have been using it for years.
An increase in customer loyalty isn’t the only benefit of adding a free gift. 65% of purchasers who received a free gift said they were more likely to share their experience online. What e-commerce brand wouldn’t benefit from 65% of their customers talking about their products online?
The gift doesn’t have to be expensive or lavish. You could include a free sample, a charm, or another low-cost item that your customer would appreciate. Of course, make sure the free gift is branded so your customers will associate your brand with positive emotions, allowing you to increase customer loyalty.
3. Awaken The Senses
Brick-and-mortar shops have a lot of tools at their disposal to make their stores an enticing place to be. Clothing stores often play upbeat, happy music to help shoppers increase their endurance, like H&M. Others invest in custom lighting to exude a certain vibe, like Hollister.
Though e-commerce brands can’t elicit certain moods with sounds or lights, it can use the most powerful sense we have—scent. Scientists have found that scent has the ability to trigger emotions and memories like no other. BMW has gone as far as scenting their premium car model printed brochures with just a hint of that new car smell.
You can introduce the power of smell by developing a signature scent (think non-perfume for your clients with allergies) and spritzing your product or packaging with the fragrance. Keep your target audience in mind when you’re deciding on the best smell to associate with your brand. When paired with a custom box and a free gift, your customers will feel a flood of excitement as soon as the scent hits their nose with each future purchase.
4. Write It Out
Your customers don’t just appreciate a personal touch. They expect it. According to a recent study, 80% of consumers are more likely to buy when a brand offers them a personalized experience. Consumers don’t want to feel like an anonymous person typing in their credit card number online. They want to feel appreciated and to be seen. They want a real connection with the brands they choose to support.
Nothing says “we care” like a handwritten note. Some ideas for messages include:
- Write a simple thank you note and offer them a discount on their next purchase
- Offer a simple tip or recommendation that will help them enjoy your product more
- Tell them about other products you offer that would complement their current purchase
If you choose to include a handwritten note, make sure to use high-quality stationery branded with your logo and company name.
5. Pay Attention To Details
Being intentional about the little things is another easy way to increase customer loyalty to your brand. Who doesn’t love a free mint offered by a waiter at the end of their meal, or a couple of free water bottles in a hotel room?
Again, paying attention to the details doesn’t have to be costly or extravagant. Maybe it’s a branded sticker you use to seal a package. Or tissue paper branded with your logo. Or the unique way you fold your clothes.
As Giorgio Armani said, “To create something exceptional, your mindset must be relentlessly focused on the smallest detail.”
Exceptional experiences lead to customer loyalty. If you’re not sure how to provide an exceptional post-purchase experience, working with a fulfillment company is a great option. They’re experienced in helping e-commerce brands develop an unboxing experience that will keep customers wanting more.