If you’re anything like me, you get way too excited when you receive a notification telling you something you ordered was delivered. Unpacking and having to remove tons of tape and packing materials can kill this initial excitement. However, some companies manage to make this process exciting and provide a fun and enjoyable “unboxing experience”. You probably even came across content creators posting these “unboxing videos” and showcasing products they like. Is it worth putting so much effort into making the packaging as attractive as possible? Would every entrepreneur benefit from offering their customers this experience?
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Premium means more than just good quality.
I remember going out with this girl a couple of years ago. She was really into fashion and always wore a stylish outfit. In a conversation, she was very excited to tell me that she was carrying her rare Louis Vuitton purse that day and the story behind that purchase. I know absolutely nothing about fashion, but I know these are not cheap. Sure, her purse looked good. But why was she so excited about it? Was it because of a unique design? Or extremely high-quality materials? What justifies the four-figure price tag?
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The other day, I ordered a pack of two bottles of a health supplement I wanted to try. Two days later, I received a large cardboard box, inside of which was a smaller box between the bubble wrap. And guess what I found inside the small box? Each bottle was individually packaged in another box! It’s not like I ordered fancy crystal wine glasses; all of this packaging was protecting two small plastic bottles. I am grateful some companies are using more sustainable practices, and I am sure this excess use of packaging will make this company lose its most environmentally-conscious customers. But what can businesses do to minimize their impact on the environment? Besides the ethical issue, how does this affect their bottom line?
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I recently purchased a Fitbit watch, and I fell in love with it. I now spend more time tracking my heart rate and sleep patterns and finding ways to “improve” my scores. Maybe I am a fitness nerd, but I find all this data and fancy reports addicting. But why did I buy this watch in the first place? In my last two articles, I talked about how politics and inflation affect business and Ecommerce strategies. Today, I want to discuss the impact of societal factors and give a few examples of opportunities they have created over the last few years.
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In the last few years, “brand awareness” became one of the most popular buzzwords in the digital marketing world. Every week, I receive marketing emails from digital consulting agencies telling me how they can help me “build brand awareness” or “increase brand awareness”. That sounds great on paper, and I think brand awareness can be a positive thing. However, what I’m seeing is that the necessity of building brand awareness has become overblown, especially for small niche businesses on a limited marketing budget. I wish I had time to ask these marketing agencies what they mean exactly by “increasing brand awareness”, and I suspect some of them are preying on businesses with limited knowledge of marketing strategy.
Continue readingAbout This Blog
My name is François, I’m the author of this blog. I love writing and talking about business and ecommerce. I hope you enjoy my work, feel free to contact me for any suggestion!