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Brown Knight & Truscott Blog

The Power of Brand Marketing

Oct 29, 2021 2:12:42 PM / by Wendy Barton


Brands need to explore new packaging strategies in the era of online delivery to keep consumers returning.  Luxury package design offers a way to establish identity and create personalised consumer experiences.

But shouldn't brands do more to give online shoppers more compelling and on brand package design experiences that appear on the consumer's doorstep?


In today's economic environment brands are competing as much on the experiences they offer as the products they sell.

BKT Logo crop 2E-Commerce sales continue to increaseShopper

2020 saw more online purchases than ever before with online transactions.

As e-commerce sales continue to increase shoppers will no longer have that 'perfect moment' when they see your brand as it hangs on a hook or on a shelf.  Instead, it will commence when they open the front door, or a mailbox, to find the product they have ordered contained inside a box.

But how much time and effort is going into the experience of receiving and opening products ordered online, from a branding and packaging standpoint?


BKT Logo crop 2 How to improve?

As more consumers transition from brick-and-mortar stores to e-commerce, brands need to discover new ways to improve the packaging experience directly upon receipt.  The result should be to thrill consumers and keep them coming back for more.

Online retailers are already taking creative approaches to the aesthetic and tactile experience of opening their packages at home.


BKT Logo crop 2 The rise of subscription boxes

Let's start with a subscription box.  Consumers sign up for monthly deliveries of sample-sized beauty, grooming and lifestyle products tailored to a personalised style profile.

The goal - to give people access to a variety of products and to gain loyal consumers through an inspirational monthly subscription service.

Yes!The monthly deliveries arrive in brightly coloured mailing cartons which function as a cue to make consumers say, "Hey! my 'xyz' subscription box is here!".  Every detail within the box is beautifully designed to feel like a gift with cleverly written letters to consumers and straight shooting product descriptions and offers.

Different themes every month add to the delight and surprise of deliveries. 

Each month offers something unique while providing a cohesive brand experience, driving sales further for the company and breeding loyal consumers.


BKT Logo crop 2Conclusion

As marketers move forward with new approaches in e-commerce, they should consider making the tactile joy of receiving and opening packages a fundamental consideration.

When people shop online, they are rarely looking to duplicate the in-store experience.  They expect something different so let's start giving it to them.


BKT can help you customise your brand marketing so you can improve ROI and increase customer loyalty.  Contact our client services team for help on your next project.


readmorebutton Perfect Packaging Design


Tags: Print, Litho Print, Direct Mail, Packaging, Fulfillment

Wendy Barton

Written by Wendy Barton

Wendy Barton, Marketing Manager at BKT – Brown Knight & Truscott, is a results-oriented leader with 25+ years of experience in driving demand, branding, and thought-leadership strategies for high-growth printing companies.