There’s a store here in Blue Ridge, Ga., where I live, that always wraps up purchases to look festive even if I’ve just bought a fancy bar of soap to give as a hostess gift. The generous amounts of ribbon and tissue paper make it looks as though I’ve gone overboard.
How nice, I always think. Other stores pretty up shopping bags with several colors of curly ribbon, even when I am just purchasing something to take home and use myself. I always appreciate it.
Items ordered from catalogs or the Internet usually don’t get such treatment; they just come in brown packages. But today I got a surprise. As was previously reported here, DSW Shoes just opened an online store for the first time.
I ordered a pair, which arrived today. Starting with the cardboard shipping box, the packaging is festive and thoughtfully executed. In fancy script on the exterior of the box is the phrase, “Unleash Your Passion for Shoes.” Well, it’s a little thing, but it added immensely to the arrival of my package, which — when I opened it — contained more happy packaging tricks.
It would have been simple enough and understandable if DSW had just put the shoe box inside the cardboard mailing box. Instead, DSW made it special by wrapping the orange shoe box in purple tissue paper sealed with a round green sticker with the “Unleash” phrase written on it, too.
Finally, DSW enclosed a well-designed cardboard pocket containing a return mailing label, a nicely designed thank you card and my invoice and return form. The pocket is just over six inches long and nearly five inches wide in an apple green color with the “Unleash” phrase in purple. It’s so pretty, in fact, that I’ll undoubtedly find another use for it.
Now, I would have been happy with my shoes without all these extras, but besides being pretty to behold, the bonus touches somehow made my purchase seem all the more special.
And, isn’t that how all customers ought to feel?