Well, when the idea was first kind of thrown out there of more brands should be using their own packaging for direct to consumer delivery, whether it's from their own e commerce sales or if it's through a fulfillment house like amazon retailer, um E retailer like amazon um that that initial um thrill that a consumer gets when they get a package in the mail, it's like a gift, it's a gift to yourself. It could be a gift from somebody else, but let's say you ordered it yourself. And the the outside graphics um is your first touch point. It's that visual and there is that elevation and excitement when you see something that you kind of recognize as uh you know, a gift to yourself. Now I know when this um concept was first being bandied about, there were a lot of um naysayers saying that it's going to increase uh huh um theft, uh doorstep theft um because people will know what they, you know what product that you've ordered, It's obvious from the outside packaging, but brands have been very clever about having some kind of branding on the outside of the package without adding to the encouragement of more theft at the doorstep. And um this is a very old example and I'm trying to remember for the life of me, the computer company that had a box that looked like a cow on the outside. Do you remember that with an american only? Um It lisa Pierce: it was a white box that had you know, spots on it that made it look like a cow. Uh And you you knew it was that particular computer companies product, but it could be anything inside. Lisa Pierce: right. It is recognizable. But again, as you say, you don't know what's inside. So you could be getting, you know, some kind of peripheral that you can't, you can't use with anything, you're going to have to buy a computer to use it or you could be getting a full computer in there. You don't, you never know. But the whole idea of that is there are pros and cons to having a customer recognize the brand from the very instant. And so the rest of that opening experience as you talk about is very much connected to that brand. So it starts with the outside graphics and I understand that there's theft at the doorstep. They do it even with the brown boxes when they have no clue what's inside. And I always, for years and years I've been encouraging brand owners don't let that deter you. The benefits of the, the positive experience that you have with your consumers far outweigh the negatives of potential theft at least in my opinion. So I've been uh, encouraging brands to do that for quite some time now
Thanks,
George
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