Consistent messaging through omnichannel marketing is key for avoiding customer confusion. When customers are exposed to a company's marketing message in multiple channels, it is not a surprise when they receive a box with a message that mirrors a message they have seen via the retailer's other marketing channels, such as a website, social media account, or billboard. When campaigns are part of an omnichannel strategy.When does it make sense to brand shipping boxes? Let's unpack when branding boxes can have a positive impact on customer experience for retailers and e-commerce companies.
It is time for retailers and e-commerce companies to consider how on-the-box branding and advertising impacts the customer experience. Amazon has continued to use its shipping boxes to promote its own products, as well as partnerships with select advertisers, including a partnership with Revlon, and more recently a promotion with Chevrolet. It has been more than four years now since Amazon made headlines by plastering its shipping boxes with advertisements for the movie Minions. Some retail giants, such as Amazon, are driving the trend of branding shipping boxes. While the outside of corrugated shipper boxes has been largely ignored, that seems to be changing. The Wall Street Journal reports retailers are attempting to offset shipping costs by selling ad space via package inserts that are placed on the inside of boxes, but printing on the outside of shipping boxes still remains a largely untapped market. While an entire marketing industry exists around the concept of experiential packaging and its impact on the customer experience, the focus has been mostly on inner boxes.
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