5 Packaging Tips for Influencer Gifting

Launching a new product, or just want to get an existing one the street cred it deserves? Influencer gifting is an effective way to get your products noticed.

When gifting influencers, you’re essentially giving them a free product they can sample and, if all goes well, tell their followers about. And it works. In fact, consumers are more likely to make a purchase if they feel confident about an influencer's recommendation, with about three-quarters of them trusting opinions they find on social media from friends, families and influencers.

If you want to get the most bang for your buck for influencer marketing, YouTubers should be at the top of your list. Unboxing videos, which are especially popular, are a perfect match for brands and influencers.

Unboxing the Backstory

Unboxing videos began to pop up on to the YouTube scene about 10 years ago and were particularly popular with the tech and gamer crowd. The unboxing concept was--and still is, pretty simple: someone buys a product and tapes themselves opening the package with an accompanying play-by-play. This includes commentary about the packaging, instructions, first impressions, and sampling. While unboxing videos were once driven by products such as phones, tablets and gaming consoles, you’ll now find just as many for beauty products, toys and subscription boxes with new items in every delivery.

For brands, being the subject of an unboxing video can yield great benefits. For one, it means someone is talking about your brand and products--and people are watching. And secondly, unboxing reviews play an important role in consumers’ pre-purchase online research.

The goal with your influencer gift is not just to provide influencers with a great product, but a package they will “o-o-h” and “a-h-h” over. Presentation matters, especially in a visual format like video. Here are some tips to transform your influencer gift into an unforgettable unboxing experience:

Tips to Create a Memorable Unboxing Experience

1. Be on-trend. Reusable, recycled, transparent, minimalist… whatever you choose, whether it’s a box or a poly mailer, make sure your packaging is what’s happening now. Being creative will go a long way in capturing your receiver’s attention.

2. Don’t be wasteful. No influencer has ever opened a huge corrugated cardboard box, pulled out a lipstick encased in bubble wrap and tissue paper and thought: brilliant! You’ll likely be chastised for your irresponsible packaging. Reducing packaging also means you’ll be saving money on materials and shipping while being good to the environment.

3. Personalize it. Do some research on your target influencers. Watch their videos and include something in their box that lets them know you’ve been paying attention. A bandana for their dog that often makes a cameo appearance in their videos, maybe? And if your product is makeup or fashion apparel, make sure to send the right shade or size.

4. Be strategic. Don’t just randomly toss items into a box. Consider how the package will be opened and place items purposefully in the order you want them revealed. Think of the end video and script your box exactly how you want it to play out. Use partitions, dividers and die cut inserts to create a crafty presentation.

5. Brand it. Remember why you’re sending influencer product gifts in the first place. Make sure your logo is front and center on your packaging. Try to use materials like Excelsior or air pillows in your brand’s colors and use branded stickers to hold tissue paper together. Your packaging should be consistent with all your marketing efforts and be 100 percent on-brand.

Not only can customizing and optimizing your packaging improve the perception of your brand, it can also save you money on shipping costs. So go ahead and gift an influencer—and follow our tips to make sure it’s a worthy experience they’ll want to share with their followers.

The Benefits of Kitting Services for Ecommerce Businesses

If you outsource your distribution, warehousing or fulfillment services to a third-party logistics (3PL) company, chances are you are familiar with kitting services. Fulfillment Works, for example, provides an array of pick and pack and kitting services. Kitting services can effectively lower your shipping costs, speed up fulfillment and boost sales for your ecommerce business.

What Exactly Is Kitting?

In fulfillment, kitting is the bundling of individual items into ready-to-ship packages.

Let's say you’re an ecommerce merchant that specializes in men's grooming products, and your best-seller is your beard wash. You’ve noticed, however, that customers who purchase the beard wash also tend to buy conditioning oil and a comb. You decide to bundle your three items together as one shippable item with a unique SKU. That’s kitting!

While the components of a kit are often produced by different suppliers and require assembly, a 3PL provider can assemble them into prepackaged kits and fulfill them to a distribution list for you.

Why Should I Consider Kitting Services?

Kitting offers plenty of benefits, including:

Lower costs: Outsourcing your kitting means you won’t need to invest in warehouses, equipment, technology and staff. But whether you outsource or kit in-house, there are major cost advantages for sellers.

Kitting saves you money on shipping. Shipping three items individually, for example, is more expensive than bundling and shipping them in one package. And unlike random packages assembled from various SKUs, kits have a predetermined weight. Skipping weighing can save both time and money.

Faster assembly: Adding kitting services to your supply chain strategy means faster assembly of your products and faster order fulfillment for your customers.

Kitting services can include both on-demand and pre-assembled kits. Pre-assembled kits are assembled when the inventory arrives and are then warehoused, awaiting pick and pack order processing. On-demand kits, meanwhile, are created on demand during the pick and pack process.

Increased Sales: Kits are attractive to buyers, especially if you bundle products and accessories that complement each other. Plus, packaging and selling items together exposes your customers to products they may not have considered or known about.

Kits also make great gifts. If you don’t offer them year-round, consider offering holiday gift packs. Include value-added services such as gift wrapping and individual kitting options as added incentives.

To Kit or Not to Kit

Kitting is an easy way to lower costs, speed up order fulfilment and increase sales. Talk with your 3PL to find out how kitting can increase sales and warehouse efficiencies. You’ll also want to know:

  • Can pre-assembled kits be broken up into individual components with new SKUs if they don’t sell well?
  • If your kits outsell your individual products, can your 3PL create new kits with your in-stock components?
  • Does your 3PL perform spot-checks during the kitting process to assure the accuracy and quality of kits?

Fulfillment Works’ kitting services team can make whatever kind of unboxing experience you want to create happen.

Our kitting services include simple kits, where a few items are placed in a package, or complex kits that include several components to be placed in custom die-cut boxes with trays, custom inserts, wafer seals, custom wrapping--and just about anything else. Contact us to find out how we can create customized solutions for your ecommerce business.

5 Packaging Insert Ideas for Ecommerce

You have order fulfillment down to a science and have hired a 3PL to handle storing, picking, packing and shipping your products. But your customer’s journey doesn’t end with order fulfillment. If you’re looking for a way to maximize your buyers’ unboxing experiences while driving customer loyalty and sales, we have a suggestion: packaging inserts.

THE BENEFITS OF PACKAGING INSERTS

Unboxing doesn’t have to be the end of the road in your customers’ purchase process. Think of it as the start of a different journey. In fact, selling to an existing customer is a lot easier than selling to a new one.

Let’s look at some customer retention statistics:

  • The success rate of selling to an existing customer is 60-70 percent. The success rate of selling to a new customer is 5-20 percent.
  • Increasing customer retention by 5 percent can increase your profits from 25-95 percent.
  • About 80 percent of your future profits will come from just 20 percent of your existing customers.

The reason it’s easier to convert existing customers is simple: they have already purchased from you, which makes them easier to retarget in your remarketing efforts. A well-targeted packaging insert will not only make customers feel special, it will increase brand loyalty too. There are many ways you can incorporate them into your customers’ unpackaging experiences.

PACKAGING INSERT IDEAS

Thank you notes: Add personalized thank-you notes that will make an impression with your customers. Don't say “Thank you for your order” which can make your customers feel like statistics. Show your customers you value their support rather than their business. Opt for "Thanks for choosing us" instead.

Promo codes: Give your existing customers a reason to make another purchase by including a promo code with an exclusive discount as an incentive. Don't forget to track and measure your ROI. Create campaign-specific promo codes to measure how many people redeem the code and how much they spend on each transaction.

Offers: Offer free shipping on their next order. Everyone loves free shipping, especially if it’s exclusive to them. Not only will this offer incentivize your customers, it’s also an effective way to minimize buyer’s remorse. “I didn’t really need that, but I had free shipping, so…”

Feedback: Ask your customers to write a review of their purchase. Customers who write reviews tend to develop a loyalty to that business because it gives them a voice in the online purchasing process. The easiest way to get customers to review your product? Just ask.

Free samples: Product samples are technically packaging inserts, so consider adding a free gift along with purchases. Your customers will be delighted at the idea of getting something unexpected for free. It’s the principle of reciprocity in marketing. When you offer your customers something helpful for free, they will feel indebted to you.

Packaging inserts can improve your brand perception and boost your marketing reach. They are also a cost-effective way to drive customer loyalty and sales. Personalize them, and you’ll be on your way to maximizing your buyers’ unboxing experiences.

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