Product (& Order) Packaging—Merchandising a Winning Brand

There’s no doubt so much of product packaging is the web site presentation and often the image, modeling and display.  Hence why some internet retailers are not necessarily concerned about what the package looks like that holds the item.  I wonder then why a bricks & mortar retailer puts an order in a branded (label) bag.  Even a product tag can be a means to remind the buyer where they got it.

Can any internet retailers learn from this?  Certainly.  Though not all budgets can brand like the big retailers, it’s worth considering.  For sure, the simplest way to brand regardless of who manufactured the product is a promotional insert.  If the product doesn’t brand itself, printing a logo on plastic bags that holds the product can help (even just a sticker label).  Even void paper used to cushion the product-contents of a shipping carton for ordered items can do it too.  And of course, a custom carton to carry a brand message does the job well.

Some would refer to this as another ‘touch’;   much in the same way newsletters and promotions are published/issued and distributed automatically.  Few smaller retailers can touch to the extent a consumer relates more to Pepsi or Coke; Levi or Lee; etc.  So much depends on consumables and/or the next, latest, greatest product or fashion.  Other factors are niche versus mass appeal as well as boutique or department store.  If a niche, it’s possible to team up with other niche marketers for cross sales promotions.

The packaging methods of both product and order depend on whether there’s an opportunity for another sale or not.  This simple premise will lead to considerations for retail outlet distribution.  If that’s the case, the choices are just about endless but common are: