So, you have a company that sells and exports goods. This is terrific, but being efficient, organised, and consistent with customer satisfaction is only part of it. Company image is also deeply important, and this doesn’t only pertain to websites and advertising, so, it begs the questions, how can your company get the most out of its packaging? While this may seem like a general term, it represents two key elements that any goods company should attempt to adhere by.
The first is the actual transportation of your goods. Not only do you have to ensure they’re secured for their journey, whether it be it down the road in a van, or across the ocean in a cargo container, but they have to be packed correctly in the first instance, otherwise you’ve stumbled at the first hurdle.
To use a small example, the notepads we sell are delivered to us in boxes of forty. While this results in a lot of boxes, especially since our orders tend to go into quadruple digits in terms of physical notepads, what it ensures is that each box is packed securely and are easily stacked for unpacking and eventual distribution on our side. Stock count and spot checking becomes more manageable also, should there be any defective notepads, or a mislabelled box, they can be identified quickly, rather than having to rummage through a box of hundreds. It also enables each box to be lightweight, which helps for unpacking.
This is integral for wholesalers, who ship their products in bulk, yet need to maintain manageability for their customers. It becomes very difficult for the likes of, say, supermarkets to receive their goods in cumbersome packages that are not tenable to sell to individual customers. That’s why it’s so important that you should ensure your products are compact and light.
The second element is the product packaging itself. It was Steve Jobs who once said that “packaging can be theatre, it can create a story,” and while that may sound rote, he wasn’t wrong. They say you should never judge a book by its cover, but, as consumers, the slicker the item looks, the more likely it is to be sold.
Sure, there are old favourites that rely on brand recognition rather than jazzy logos – just look at Coca Cola – but if you want your product to sell, it needs to be eye-catching. Using Steve Jobs and Apple as an example, just think about how you receive your new iPhone. It arrives in a box, but the box itself has a matted finish, which gives an element of class, with a 1:1 picture of the item embossed on the front, so even before you open it, you know the dimensions of the product. The box itself is a standard cuboid, making it easy to ship in bulk, and is made from high standard cardboard which remains durable during transportation. And this is even before you’ve opened it.
Now, obviously, not all companies have that same amount of money for marketing as Apple – they are the BIGGEST company in the world after all – but that’s not to say that, that level of polish is even necessary for your product. Selling notepads or other stationary is not the same as selling a £1,000 piece of tech so scale it down, and get inventive.
In essence, whether you’re a wholesaler intent on shipping en masse, or a company in the market for selling your product, always remember that packaging matters. So sit down with the relevant people, and come up with the best for you and yours. And remember, it’s not always one size fits all.