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Packaging Sells Product

By Karen Booy
 As published in  CRAFTLINK Newsletter


Now is the time to stop and evaluate how well your product line is working for you.  Have you ever considered how packaging could be used to increase your sales and improve your net profits?  

Careful packaging choices cost very little but can have big payoffs, it could be as simple as adding a ribbon.  Packaging acts as an enhancement to showcase your product while often protecting it at the same time!  Attractive packaging of your product can add to impulse sales -- since it's already wrapped, people are more likely to buy.  

Create a more original product than that of your competitor -- packaging helps your product to stand out and get noticed -- define your own " look' with innovative packaging.

Can you put several of your products together to create a gift pack?  Gift packs are a great way to increase the amount of the sale while providing service to your customer.  Cello bags in different sizes allow you to set different price points.  These cello bags are inexpensive and are a great way to showcase your product, since they come in a variety of sizes they are great for gourmet food packs, soap and bath products and any type of gift pack.  Available in both clear and patterned, cello bags offer quick solutions to your packaging problems.  Design a clever way to close the bag with ribbon, raffia or a pull bow and you have increased your product value.

For an exquisite look, purchase organza bags in a gorgeous selection of colours and sizes, a unique alternative for a more expensive look -- without the cost.

Clear boxes provide a more protective packaging alternative; these are great for tapered candles, tea-lights, candy or soap.  While protecting the product they still showcase the product.  A new product is the frosted box, you can see through but it is not totally clear.  Adds a high-end look to your product package and is commonly used at the cosmetic counters.  

Can you find packaging that was designed for another use and incorporate it into your product line?  Chinese take-out boxes are food safe and are a clever way to package many different goodies including soap products.  Paint cans can be a different way to display or wrap products like t-shirts or soft toys. 

For heavier products you may need a more substantial package.  Check out wooden crates, berry baskets or wicker baskets,  These can effectively display gift baskets of bath and body products or food products when filled with coloured excelsior or crimped paper filler to accent the product while cushioning and protecting it. 

Pay attention to detail.  A bit of ribbon can make all the difference.  In a variety of price points, ribbon can transform the look of your product.  Take your product with you when shopping for ribbon and get feedback from the sales rep. They may be able to provide you with unique solutions to enhance your product.

Contact information.  Make it easy for your customers to remember you and provide them with a way to get in touch with you.  Add a hand tag to your product; include product information, as well as your company information on the back.  Printed on card stock, this small tag will give your customer a wealth of information and may also bring you back some business since they will have a way to contact you.  Remember to use easy-to-peel stickers for pricing so that the tag will not be ripped off before gift giving.

Once the customer has decided to purchase your product don't forget to think about its final packaging.  Create customer satisfaction by paying attention to the final details.  A retail store located in the Seven Oaks Mall (and in Semiahmoo Mall) called Home Again Home Again knows about the power of packaging.

At Home Again Home Again each customer's purchase is packaged in a brown bag (the kind with the cute handles) but first the product is carefully wrapped in colourful tissue paper.  After being placed in the bag, more tissue is added so that it extends out of the top of the bag.  A small sachet of potpourri (packaged in a small clear cello bag) is tucked into the bag and then a piece of raffia is carefully tied on the handle of the bag.  Not only does it look wonderful -- you feel great!  Having that kind of attention given to you and your purchase makes you feel like a million bucks!

You are certain to leave thinking; "I now have a great little bag to recycle and some FREE potpourri!" You walk out of the store swinging the bag "Next time I need a gift -- I'll be back. They have great products and I will save time and money not having to wrap my gift!"  And off you go down the mall happily swinging that little brown bag with the Home Again Home Again sticker -- now that's great packaging and even better promotion!  

Many thanks to Essential Packaging for the great packaging ideas!  Stop by and see what exciting solutions Essential Packaging can help you come up with for your packaging problems!


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