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Luxury Buyers Judge a Package by its Cover [Infographic]



Think about the last thing you bought online. What did it look like when it arrived at your door? Was it in a box built to fit the item exactly? Was it a piece of clothing stuffed into a flexi-envelope? And what did it look like when you opened it? Was there a note? Was it damaged? Most importantly, did the presentation make you want to buy from this company again?

Wrap & Send surveyed shoppers who make more than $75,000 a year and found that package presentation was extremely important.

luxury packaging

Even allowing for the fact that the survey was conducted by a company who sells expertise wrapping and shipping – I believe this is a factor online sellers should be thinking about.

Last week, I received a pair of shorts that had been folded to fit into a small priority mail box. You know, the one that’s about the size of a DVD box set. I didn’t even open it right away because I assumed it was a DVD that I ordered, not my son’s shorts. The item wasn’t damaged and it arrived quickly, which should be all that matters but still. . .   The package felt careless and it didn’t give me a good feeling about the seller.

In addition to being an online buyer, I’m also a shipper. I know what a slight change in box can do to shipping costs. Here’s a example of three small Teddy bears. One bear (11 oz) goes in my own box and ships across the country for $3.50. Two bears (1 pound, 3 oz) pushed it up to 9.88 and for that it can go in a flat rate priority box – if I can make them fit. If I add one more little bear, I’m up to $11.00 shipping – again, priority is cheaper than sending it any other way. So it’s fast, but costly and I can’t count on my customers understanding the math.

As a seller, you have to find a way to balance the extra cost of packing and shipping with what you can charge and the good will you get in return. It might be worth giving up $1.00 profit if it means customers are impressed with your packing.

And speaking of eating into the profits:

returning purchases

Free shipping is always a hot topic but luxury buyers want to return the item for free, too. Why are they sending things back? 10% said it was because the item arrived damaged, so our earlier proper packaging discussion will take care of that. Other reasons include, the item didn’t fit and “it wasn’t what I expected.”

Give your packaging some thought today, especially in regard to the holiday season. Anything you can do to make your deliveries a little more merry will be appreciated on the receiving end. And happy customers often turn into returning customers.

  • http://www.kingged.com/ Sunday

    Its particular important for marketers to give thought to packaging this holiday. This post is timely and reminds marketers that packaging can go a long way to encourage return buys from marketers. Packaging should be done right and should fit into the mood of the merchandise.

    In kingged.com, the content syndication site for Internet marketers – this post was found and the above comment left.

    Sunday – kingged.com contributor

    http://www.kingged.com/luxury-buyers-judge-a-package-by-its-cover-infographic/