The methods you use for shipping products are a reflection of your brand and one of the cornerstones of your brand identity. So can a shipped product also become a marketing tool? Yes, but it requires some work and a holistic approach to brand marketing.
In this article, we will discuss how you can help build your brand through your fulfillment process and offer some tactics you can employ. We will also provide a brief overview of how shipping works in general so that you can fully visualize what goes into it. Thus, let’s start.
Before we start, let us define a few terms we will be using:
Now that we have that sorted out, let us focus on the methods you can use to ship packages to your customers. In essence, you have three options:
These product shipping methods are important to understand because they will have an impact on your costs (which will be discussed below) and on your brand. Customers expect to receive their orders on time and undamaged, thus, it is important how you are shipping products.
Now that we have discussed how shipping works in general, let us focus on how product shipping is also an opportunity to increase brand awareness and loyalty.
Receiving a package is as much about the experience of unpacking it as it is about the item itself. Well, maybe not to the same degree, but your customers will still appreciate it if you enhance their unpacking experience. That entails personalizing your orders to make an impression. Make your shipped product a marketing tool.
The recommendation is to use custom boxes instead of the standard, plain, utility ones. Customizing boxes can include both the dimensions of the box itself as well as the design. The ultimate goal is for people to recognize your company just from the box itself.
However, that does not mean that the design needs to be overly elaborate. Think Tiffany’s – their packaging can be considered rather simple, yet, it is instantly recognizable. That being said, custom-designed boxes are more expensive than utility ones.
Thus, you need to make a cost-benefit analysis – are you willing to invest in design to improve your brand recognition? On the other hand, custom boxes can somewhat offset the cost of the design.
Remember that we talked about dimensional weight? If your custom boxes are made so that your items fit perfectly, you can ship products while reducing the dimensional weight, thereby lowering your shipping rates. More than likely, it will not cover the entire cost of your designer boxes, but it can offset it to a degree.
So, if you are wondering how to ship items and make the experience memorable for your customers – custom shipping boxes are the answer.
Free shipping is another aspect that can increase loyalty to your brand. More than that, shipping costs are the main reasons for cart abandonment for eCommerce stores. According to a study conducted by Baymard Institute, 48% of consumers that abandoned their carts at checkout, abandoned them due to shipping and other fees.
Thus, free shipping can increase brand loyalty and increase sales. Yet, when you offer free shipping, you end up with the bill. Someone needs to pay for the shipped product, after all. To recoup or minimize the costs, if the potential of increased sales is not enough, you have a few options:
So, how to ship products to customers to increase brand loyalty? Offer a variation of free shipping.
Nobody wants to order an item only to have it arrive damaged or not at all, that is no surprise. These events will have a negative impact on your brand. Particularly if your customers have a hard time getting their money back.
Unfortunately, most major carriers offer only limited insurance and their claims processes are long and arduous. But you have another option – third-party shipping insurance. A good policy from an independent insurance provider will cover higher-value packages and make insurance claims much easier.
If you take out third-party insurance, your customers will remember that even if something happens to their order, they do not have to worry too much. Taking this extra step will not overly increase your shipping costs, while it can significantly increase brand loyalty and customer satisfaction.
It is no surprise that your customers expect their orders to arrive on time. But that requires an entire logistic operation. A shipped product goes through a lot of stages before it gets to the final customer. But that’s where we can help.
UNIVAL Logistics offers end-to-end logistics solutions. We can make sure your packages are delivered to your customers at the appointed time. We also provide full-value insurance even for high-value items like jewelry and art. On top of that, all the vehicles in our fleet are equipped with tracking software, so your customers can know the status of their order at all times.
If you need help with the logistics side of your business, contact UNIVAL and see how we can help.
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