Retailers such as Crate & Barrel, Anthropologie and Neiman Marcus boost their brands by thinking inside the box.
Retailers are thinking more about the packaging materials and procedures for web orders as the number of consumers shopping online increases. Brands want to enhance the experience by wowing consumers when their order arrives and they open up the box.
According to the Wall Street Journal, luxury department store Neiman Marcus has over 64 sizes of boxes and puts a lot of effort into selecting the bows, ribbons and other decorations. It even has a testing committee that glues different types of wrapping paper to cardboard and assesses their durability.
Home furnishings retailer Crate & Barrel has focused on reducing its damaged-goods rate and now 99.6% of all packages arrive in good condition. They use cushioning to protect their fragile products and their warehouse packers meet weekly to work out the best way to wrap new items. Once their items are securely packaged, they turn to the decorative extras and small touches like the thank you note they send.
Anthropologie, part of Urban Outfitters Inc.,uses patterns from the season’s bedding and quilts to create order-form envelopes and plastic bags for low-priced items. Merchandise is wrapped in colorful tissue paper and packages include hand-written messages from employees.