inserts

Package Inserts | Brand Experience Project

by Jamie Sanford on April 11, 2013

Click here for all posts in the Brand Experience Project.

This week’s post will be another without an actual brand lined up, instead, I will focus on package inserts that I’ve been exposed to in the past few months. I believe that Fab.com was the first brand that I received something like this from, in the form of a thank-you note within the package. Unfortunately I don’t have that to share here, but I hope to talk about Fab sometime soon.

Thanks to Laurie for sharing these with me, since they all came from her.

Zulily

This one from Zulily is holiday themed. It’s a basic message to the customer, saying “thank you for your business, have a great holiday season.” I think this is a great starting point for an insert in customer packaging. It’s straightforward, completely brand appropriate, and a pleasant exchange with the customer in their home.

It gets so much better when you turn it over and see that it’s a peace dove (or twitter bird) for coloring! Since Zulily is self-proclaimed as “daily deals for moms, babies, and kids,” this is perfect. I was about to mention the unfortunate diposableness of this insert until I saw the backside. Now it definitely has a chance of getting into the hands of a child for coloring, and will be a great reminder of the site in 4 months when you stop to look at the picture that your child colored in. Great move.

One Kings Lane

One Kings Lane sent a note as well. This one has absolutely nothing going on except for basic branding and a lovely message…

…except it is intensely more pleasurable (at least to me), because I am a sucker for high-quality paper. This is a thick card stock that looks and feels expensive. This card, paired with wrapping from One Kings Lane that I will review at a later time (hint: they do it well), is exactly what I am talking about when I say that brands should try to delight their customer. The only time I am normally exposed to something this luxe is a wedding invitation, and I feel very special then as well. It’s the same concept!

Lord & Taylor

Pardon the blurry photo, but I think it is still readable. This set of 2 inserts is from Lord & Taylor. The top message was specific to the holiday season, while the bottom one is standard with every package regardless of the date. I’ve had a few packages in the project that are labeled with some sort of personal identification for the individual who packaged it, and this is a top-notch example of that. I know that Liz G. packaged my order, and I know exactly what to do if there is an issue.

I also think it is very classy to solely offer the phone number as a means of contacting Lord & Taylor with order issues. This feels very personal and I do believe that a personal point of contact is almost always going to result in a happy customer, regardless of the result. We all like to feel like we’ve been heard, and this is perhaps the point of Lord & Taylor sending you to their live customer service instead of a website. I would love to hear opinions on this from anyone reading. – do you prefer to contact customer service through the phone or via email or a submission form?

Continuing with this story, Lord & Taylor also uses lovely card stock for their messages. This one is a bit marred, but I think that is more my fault than theirs. It isn’t as thick as the One Kings Lane stock, but I am still happy about it.

Have you received packaging with inserts of this nature, or something even better? Please share in the comments or tweet me.

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