A customer's first physical contact with your brand is a parcel, and it is usually a plain polybag with a supplier's label. For many stores that is fine. But if you want people to remember you, come back and tell friends, the moment of opening is worth some attention.
You do not need a custom box to make an improvement. Start with what is possible at each level of effort.
Level 1: Make sure nothing hurts the brand
Before adding anything, check what is already there. Order a sample and look at it as a customer would:
- Does the parcel arrive intact?
- Is there a supplier's logo, or a price tag, or a Chinese-language invoice inside?
- Does the product look the way you described it?
Fixing a bad impression is worth more than adding a nice one. Ask the supplier whether they can remove invoices with prices, use a plain outer package or ship in a padded mailer.
Level 2: Add a small insert
Many suppliers will put a card or flyer in the parcel for a small fee, sometimes for free. A printed card is the cheapest form of branding you can get. Good content for it:
- A thank-you in your own voice (see brand voice).
- A way to reach support, so a problem becomes an email to you and not a public review.
- Care or usage tips for the product.
- A discount code for the next order, with an expiry date.
Keep it short and one-sided. A card nobody reads has no value, so be useful instead of salesy.
Level 3: Branded packaging
Custom mailers, boxes, stickers and tissue cost more and usually need a minimum quantity. They suit products that you have proven sell, with a supplier or sourcing agent who has been reliable (see our comparison of supplier types). Ordering custom packaging before you have tested the product is a common way to waste money.
Start with something small, like a sticker or a branded tape on a plain box. It changes the look without a big commitment.
What to ask your supplier
When you contact a supplier about packaging, ask specifically:
- Can you use plain or neutral outer packaging?
- Can you include my card or sticker, and what is the minimum quantity?
- Can you remove the invoice or replace it with a neutral one?
- What is the extra fee, and does it change shipping time?
Get the answers in writing and test with one order before using it for all.
The unboxing starts before the box
People start forming an opinion when they see your shipping email. A clear message with the tracking link and the right expectations on delivery time (see shipping times from China) sets the tone. A message after delivery asking if everything is okay shows you care and catches problems before they turn into reviews.
Do not overthink it
A tidy parcel with a helpful card is more than most competitors give. Do the basics well, and add branded elements as the store earns them.
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