It is a common mistake that many first time business owners make. They become so focused on making sales and providing excellent customer support that they forget one important aspect for retail success: the packaging. However, many start-ups have discovered, sometimes the hard way, that product packaging is crucial to making sure the products are not only safe on your shelves, but also that they arrive safely in the hands of your customers.

When it comes to planning your packaging, take the time and money to make sure the packaging is correct. It will be well worth it in the long run. It does not matter whether you choose printed boxes or a plain white envelope, be sure the packaging you choose is appropriate for your product and reflective of your brand.

It is not simply a matter of choosing the packaging that you think looks the best; you must also consider storage, the environment and transport. Packaging that is bulky, the wrong size, shape or ill-fitting on the shelf is not likely to impress your customers.

As a general rule, the packaging you choose should be as compact and lightweight as possible. It should maximize the value and appeal of the product while also minimizing transportation and storage costs.


Packaging Should Be Reflective of Product

As previously mentioned, the best type of packaging will represent the product, as well as communicate the market position and value of the product. This is known in industries as ‘brand centric’. Always keep in mind where the product’s position is in the market and be sure the packaging reflects this.


Stay Focused on Your Target Audience

Keep in mind, if you try to appeal to all demographics, you run the risk of appealing to no one at all. Be sure to consider your ideal target market and choose packaging exclusively for them. After you know who your market is, the packaging you choose should ‘speak’ to them from the beginning of their purchasing journey.

They will not only appreciate the appearance of product that is inside, but the outer packaging, too. This will help to cement a repeat purchase.


Travel Considerations

A business owner needs to spend as much time thinking about how their products will be distributed as they give to the actual creation and development of the product. Protective packaging is not there to increase costs, but to preserve the value of your product. This means that it should be included at the beginning of the workflow and not an afterthought after the product is completed.

It will most likely cost you more to replace an item that was damaged in transit than to pay for protective packaging before the product leaves your warehouse. However, there is a point where the cost to replace a damaged item is equalled to the cost for protective packaging.

With so many moving parts to owning and operating a business, product packaging may seem insignificant in the grand scheme of things. However, making sure your product is properly packaged before making its way to your loyal customer is the best way to ensure repeat business and brand loyalty.


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