I’m not sure why but there’s so much chatter lately about packaging and gift wrap.
I wrote about the subject in November as it related to holiday. But those thoughts ring true even in non-holiday time periods.
Gift shop Magazine also wrote about it – they’re a resource for small retailers in the gift shop world. You can get my opinions on the subject as well as opinions and ideas from a number of small gift shop retailers in an article here.
Additionally, Carol Carter, fellow retail blogger wrote about her experience with DSW here.
Finally, check out Tweak, a store I wrote about yesterday and how they use gift wrap.
THE REAL WORLD RETAILING TAKEAWAY
No matter how you decide to employ gift wrap, make sure it’s on brand, as too many retailers don’t think about how their brand is represented through gift wrap and packaging.
Your shopping bags, your wrapping paper, your gift boxes and all the accoutrements such as tissue, cards, ribbon, adornments, etc. are all brand ambassadors. If you any of these, the look and feel needs to be consistent.
- Color – the color of everything, from your bags to boxes and tissue all need to reflect your store experience and brand. Make sure the colors match your logo.
- Style – the style needs to be a reflection of your brand. Curly ribbon on a box from a sport store doesn’t make sense. A Chinese Food carryout box may be interesting packaging, but it’s about food, not about jewelry.
- Brand It – Your logo needs to be on your packaging everywhere you can put it – just do it tastefully. Boxes and bags should be printed with your logo. If you can’t afford printing, have a tasteful sticker made. Tissue paper should have your logo. Again, a sticker to hold tissue paper closed can be used instead. The owner of Tweak included a small card about her store in every box so the gift recipient knew the address, phone number and website for the store. Brilliant.
I’m a big fan of gift wrap because it’s such a great brand extension and helps build awareness for your brand. But I don’t want to wait to have something wrapped. The stories that I referenced above offer a number of ways to use gift wrap and packaging in ways that achieve the goal without having your customers wait. And waiting today is something that any customer doesn’t have time for.
How are you creating a memorable experience through packaging?