For every consumer ad on TV today there is almost one
promoting a website business. Take sites like flipkart, jabong, fashionandyou, myntra,
snapdeal, inkfruit, yebhi, caratlane and others have got just 2 big asset to
showcase: 1) their own website where transactions happen 2) Packaging of the
product their customer order for. Luckily they do not have multiple other
customer touchpoints to spend their time, money and focus. On the other hand,
unluckily, they have only these 2 touchpoints to attract, entice and retain
their customers. While website is an ever-changing tech piece and it is a stubborn marketing piece yet to reveal
all of customers’ sales-push buttons... but most players are figuring it out really
good to get this property working and helping trickle-sales to a flow. But how
are they faring when it comes to the second asset of theirs – packaging?
This asset is special because this is the one customer
touches, feels and experiences. To an extent we can say, if they bungle this up
on the last mile of the 2 miles;), they will lose customers. No wonder that most
of these sites are working with design experts (Indian and international names like
Michael Foley) to make the final delivery of the boxed customer delight to be
pure awesomeness!! Most of them are reluctantly jumping into customized
packaging ideas like red based packaging for a wedding gift wrapper. Are they succeeding in Package Branding? Time
will tell... but they are extending the branding space and have put more focus
on areas like costume branding of the delivery person and delivery vehicle
branding. Looks like they are hungry for more sales-driving branding ideas!
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