Granby Marketing Services provides some of the UK’s leading brands, across a breadth of sectors, with expert packing fulfilment and marketing services.
With the increase in online shopping and pressure on physical retail outlets to maximise the customer and shopping experience, packaging, now more than ever has a real opportunity to uplift sales, drive engagement and raise its profile with brands as a crucial sales tool.
The impact of packaging on consumer buying behaviour has long been recognised as a considered part of product development. Packaging needs to be ‘fit for purpose’ but it also needs to be attractive enough to encourage the consumer to purchase it. And let’s not forget the rise in ‘unboxing’ video content, where huge audiences watch individuals unbox their latest product delivery or talk through their ‘shopping haul’. All eyes are on the product and as such packaging takes centre stage.
Marketers, packaging technologists and co-packing partners have an opportunity to collaborate and work closely on developing solutions for enhanced customer experience with additional marketing opportunities to delight customers for brand engagement and memorable sharing experiences. As a company that operates a fully integrated suite of warehousing and fulfilment services that are designed to help clients connect with their customers, Granby Marketing Services is seeing more creative, sustainable and exciting packaging flow through the industry. In doing so, it needs to ensure the packing of the product(s), into the packaging, is handled with the same care, attention and focus on the customer experience.
Here are Granby’s thoughts on how to get the best from your packaging and co-packing partner to ensure your brand connects memorably with consumers.
Begin with brand
You want your product’s packaging to reflect the brand experience you are trying to create at all touchpoints. For that, you must approach contract packing the same way you treat brand design. From the outset, think what values you are trying to communicate. How can the packaging deliver this message?
Handle special occasions with care
Contract packing can flex to suit the needs of the task in hand. By this, we mean the way you approach a “special” run, such as a limited-edition product set, can be set up in a different way than, say, a more functional product campaign like an ongoing FMCG promotion. If the consumer is paying a premium price, they’ll expect more. This is where elements like hand-finished packing can enhance the customer experience of the product.
Keep up with consumer values
In an era when word of mouth is so powerful thanks to social media, brand values must reflect the latest consumer values. That extends to the packaging you produce. For example, awareness of sustainability is at an all-time high and quite rightly so, but this is an element you must consider in the packing process: what materials are being used? How will your customers perceive your brand?
Reputation’s wrapped up with packing
We live in the influencer age, where vloggers are often the first people consumers consult, and a good YouTube review can be a critical success factor for a product launch, promotion or limited edition. How influencers find the experience of unboxing your product can see it win a thumbs up or suffer a thumbs down. An expert contract packing team will know how to handle such a task with special care. Remember, too, that online buyers might have their first experience of your brand when the parcel arrives at their door. The product posted through their letterbox or handed over must inspire the recipient. Their experience should be worthy of instant upload to Instagram or shared on other platforms for the media-savvy social section of your audience. Contract packing is not just a matter of ensuring a job is fulfilled to get products from A to B. Follow the steps above to ensure packing provides maximum impact. Product distribution is not the only way of connecting your brand with customers: value can be added throughout the entire contract packing process.
Granby’s services include warehousing, fulfilment, promotional marketing services, contract packing, POS kitting and distribution, print management and customer services. For more information, contact call 01254 682 702 or visit: http://www.granbymarketing.com
