RX Patient Tools
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A promise is made when a customer places an order with your website or over the phone with one of your reps. The customer expects their package to arrive on time with all the ordered items. While good companies make this happen, great companies deliver their promises with style.
Consider the last time you purchased an Apple product. Did you notice how intricately yet simple the devices were packaged and presented to you? There are many examples of excellent product presentation in packaging, which can help boost loyalty and revenue. Let’s look at four ways you can improve on your current product presentation right now:
1. Consider the Amazon Effect
Your customers have likely shopped with the world’s largest retailer: Amazon. Prices are affordable, delivery is fast, and all of the information your customers need to make a purchasing decision is included in an easy-to-navigate website (and don’t forget the smartphone app!)
When customers visit your website, can they get all the information they need? They’ve seen the best that the web has to offer. Is your company able to keep up? Make sure your online product presentation is spot on by:
- Providing customer reviews alongside product details and price.
- Make certain content is complete and accurate, especially product descriptions and dimensions.
- Ensure that your pricing is competitive with other retailers and providers. Highlight potential savings compared to MSRP.
- Use high-resolution photos that can be enlarged to give customers a sense of the product.
A company that delivers exceptional customer service by providing a solid online presentation of products and services will enjoy a bump in revenue. Amazon alone earned $107 billion of revenue in 2015.
2. Frustration-Free Packaging
Have you ever purchased a toy for your child, tried to open a package, and struggled with plastic that refuses to budge? Opening the packaging around a product is the first hands-on interaction with an item purchased. Shouldn’t that be part of your brand strategy for building loyalty?
As I mentioned above, Apple does a phenomenal job of creating sturdy, simple, and aesthetically pleasing packaging. The user experience feels better when opening a sturdy package that easily slides apart to reveal the prize inside.
Packaging can be an absolute nightmare for elderly or disabled customers. Make life easier for all your customers by minimizing bonded plastic, tie-downs, and excessive adhesives.
3. Insure Proper Branding Consistency
As tempting as it may be to cut corners and minimize cost, ensure your product is packaged in branded shipping materials. A recent article on Sticker Mule points out the importance of including your company’s logo on shipping materials: “…Use your logo in strategic ways by branding your box as it travels across the country […] include extra tissue paper inside, and include user-friendly instructions for your product…” which increase the ease-of-use and brand recognition for customers.
As Sticker Mule points out, your shipment represents your company. You’re missing out on an advertising opportunity if a product is shipped in a generic container. The quality with which items are packaged speaks to the care and value your company places on its customers and products. Don’t let your packaging send the wrong kind of message.
4. Provide a Personal Touch and Connection to Your Customers
When your customers interact with your marketing materials, are they overwhelmed with text and data points? Why not throw a picture of your team into the content? Break up the text and product information with something that shows your customers that you’re more than a corporate logo and name.
There’s a team behind the services your company offers. Your customers want to connect and feel like they’re doing business with someone they can trust. Putting a face behind the name increases customer trust and encourages positive brand sentiment. A study conducted by the E-tailing group in 2010 found: “While automation can be expedient, the resulting impersonal tone and risk of poor information are formidable … most importantly, merchants are missing an opportune moment to connect with current and prospective customers.”
Your customers need to know the person behind the brand and product. They want to connect; don’t make the mistake of hiding behind automation.
Is Your Product Presentation Making the Grade?
When your customers interact with your company, what is their experience like? Are their items arriving exactly as ordered? Are your representatives going above and beyond to resolve issues? How easy is it for customers to unpack the items they purchase?
All of these questions can lead to insights that will boost your sales. Product presentation is about more than marketing or customer servicing. It’s a witness to the attention to detail in your organization.
