If you haven’t done so already, now’s the time to pre-wrap some of your most popular gifts, making it easy for customers to grab one or two and go.
Many retailers I talk with always struggle with whether to wrap products or not, and which ones to wrap. It’s as easy as looking at your top 5 or top 10 selling items, then pulling them together in a feature area. Simply wrap 3-4 of each item, leaving one unwrapped so customers can see what’s inside and creating a festive (yes, I said festive) display. Alternatively, you can even pre-wrap just one item and feature it at the cash wrap.
If you don’t have custom wrapping paper, head down to your local stationery store and find a solid color that is closest to your brand’s colors (don’t settle – if the color is too far off, it’s going to detract from your brand versus supporting it). Grab some coordinating ribbon and presto, you’re in business.
Make sure you put the sku sticker on the outside of the wrapping so you can ring it up easily.
And make sure to finish off the gift by branding it. Put the items inside a store branded gift box or affix a store gift card to the item, or close the wrapping paper with a sticker or some other branded identifier.
There are two big reasons for pre-wrapping gifts, the biggest of which is to extend your brand. You’re using your customer as a word-of-mouth advertiser for you, simply because they’re gifting one of your products to someone else. If you’re like our family, there are 12 people sitting at my parents house, taking turns opening presents on Christmas morning. That’s 12 opportunities for someone to hear and see your brand. Now multiply that by the 10 or 50 or 100 products you sold that were pre-wrapped. That’s 1,200 impressions you just made, simply by pre-wrapping some products.
The second reason for wrapping is to provide convenience for your customers. It’s one less thing for them to think about in a time when people are increasingly stressed out, simply because they have too much to do to get it all done before the holiday. And believe me, when next year rolls around, they’ll remember where they shopped and why.
How are you extending your brand and making life easier for your customers this holiday season?
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