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.

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