Brand managers are increasingly focussing on secondary mail order packaging to protect brand value. By applying the essentials of primary packaging – branding, attractiveness, engagement and functionality – to secondary mail order and shipping packs, they’re extending the shopping experience into our homes. Mail order fulfilment packaging expert Martin Richards explains how.
“Why would any brand manager invest in beautiful, carefully designed primary packaging, only for the customer to receive their goods in a plain mail bag or a brown box?” asks Mr Richards, head of mail order fulfilment at Automated Packaging Systems. “If you’re serious about protecting the value of your brand, then first impressions count. Your ability to differentiate, engage and add value hinges on the quality of your secondary packaging.
“The good news is that advances in mail order packaging and void fill materials mean almost anything is possible – and if you’re clever, it’s affordable too. For example, super-high quality 8-colour print mail bags can help you stand out without busting the budget.
“We’re seeing demand for our artwork services increase rapidly. Shoppers don’t get the same experience on-line so mail order packaging is a customer’s first hands-on impression of a brand. That’s why brand managers see mail order bags as the e-commerce equivalent of POS. In-store displays tell a customer a lot about a brand, and now so can shipment packaging.”
Automated Packaging Systems has changed the face of mail order fulfilment in recent years with the introduction of its AirPouch® and Autobag® systems which are now in widespread use by Europe’s 3PL and self-fulfilment operators.
For more information please call 0800 731 3643 or visit www.autobag.co.uk