The Unboxing Effect: How Custom Mailer Boxes Influence Online Shopping Decisions
A package arrives at somebody’s doorstep and before he or she even sees the product, he or she has already formed an impression of the box in which it arrived. Nowadays, online shoppers are not satisfied with just a plain brown carton; they are demanding more than just a shipping container and ecommerce brands have begun to view custom mailer boxes as part of the product itself.
The turnaround was not a quick one. Social media brought unboxing to its own level of content and buyers began posting videos of the contents of boxes before they opened them. A brand not investing in the packaging design will lose out on that moment altogether, whereas a brand that takes the time and resources to make it beautiful gains a little bit of free marketing every time an order is sent.
Why Does the Box Matter as Much as the Product Inside?
Purchasers don’t usually distinguish the product from the delivery system. A poor-quality, no-brand box can cheapen even a great product, but a solid, good branding box can create trust even before the product is unboxed. People form opinions about brands based on their first physical impression and most brands are not cognizant of that.
Small and mid-size internet retailers have noticed this and it has been a contributor to the rise in demand for custom mailer boxes in virtually every product category including skin care, electronics accessories and specialty food products.
What Makes a Mailer Box Actually Work for Shipping?
Appearance is important, but a mailer box has a job to do before it’s in the hands of the customer.
Crush Resistance
Boxes are stacked, thrown and compressed in transit. Use the right wall strength to keep the mailer in its shape and prevent crushing in transit.
Secure Closure
A box that explodes on the way is a bad thing. Box designs with tuck flaps or adhesive strips prevent leaks if the addition of tape is not necessary, which will also make the unboxing experience cleaner.
Print Durability
Wear and tear causes cheap prints to scuff and fade. A custom mailer box that is properly coated is able to maintain its colour and logo through the warehouse and to the doorstep.
Small Brand or Growing Store; Do Order Minimums Still Get in the Way?
Smaller packaging suppliers were once able to sell only to those who had huge volumes of orders and they were not able to provide any custom design. In recent years, that’s changed.
- For new online stores, it allows them to order small quantities to test packaging design before expanding.
- Seasonal sellers may produce limited quantities for holiday sales and only commit to a year’s supply if they decide to do so.
- Subscription box companies no longer have to spend money on outdated designs and products.
- Hand-made and craft sellers can now finally get custom printed mailer boxes rather than have to settle for a regular shipping carton.
This change has made it possible for sellers who would’ve been priced out of branded packaging just a few years ago to make it realistic.
How Do You Source Custom Mailer Boxes Wholesale Without Overpaying?
A brand owner should have a few direct questions to ask a supplier before signing a contract:
- Does this company deal directly with buyers or does it deal through a broker?
- Are they able to provide wholesale pricing for custom mailer boxes and does it decrease in price for smaller orders?
- Do they have the ability to create custom mailer boxes with logo positioning that is exact as specified by the brand?
Smaller brands can compare packages across suppliers, but it is important they have the flexibility to work on custom print runs like what Kwick Packaging does with online sellers.
Which Online Sellers Rely Most on Branded Mailer Boxes?
Some categories rely heavily on the packaging of their mailers:
- Beauty and skin care companies require boxes that will preserve glass and make sure products stay upright.
- Subscription services rely on consistent branding on each shipment
- If you’re selling clothes, make use of mailers as a more aesthetically pleasing and inexpensive solution than poly bags.
- Specialty food brands require durable and durable packaging for extended transportation periods without damage.
The priorities are different for each of these categories and it does not necessarily matter which of the cheapest boxes is available, but matches the product design.
Kwick Packaging and Other Notable Mailer Box Manufacturers in the USA
There are a few companies that have established a solid reputation for delivering ecommerce packaging to all over the country. IPS Packaging has a wide range of rigid, corrugated packing options for online retailers of various sizes. One of ePac Flexible Packaging’s strengths is digital printing, which eliminates the need for long set-up times and allows for shorter runs. In addition to these main players, producers with direct production and minimums have also begun to draw in smaller online brands looking for flexibility without compromising on print quality.
Final Thoughts
Packaging in e-commerce is far beyond the traditional brown boxes. With every shipment, custom mailer boxes offer online sellers an opportunity to increase brand recognition, making each delivery a little advertisement. Today a seller has much more opportunity for a branded package than just a few years ago and the cost is quite affordable.