Christian Leborg
Wrapping up

Wrap up the buying process

For the sales executive it’s a sales process, for the customer it’s a buying process.

What value does packaging or wrapping contribute? Some sales processes are so long that it calls for a celebration when it is successfully concluded. The act of wrapping a purchase may constitute the party. However small the purchase, the customer should always get extra souvenirs, either through luxurious wrapping, or even just an easy to understand receipt.

Why should entrepreneurs emphasise packaging?For centuries, retailers have seen that packaging has a large impact on sales. The packaging may constitute the container in which a product resides, or the act of wrapping something may function as a theatrical act. Entrepreneurs with online stores can give shoppers a last, enduring impression by wrapping a delivery nicely, or by including ephemeral objects.

How to go about packaging an offer?The package may be part of the product that identifies it and also make it easier to use. Nice wrapping of products that are home delivered may leverage the identity of the retailer as opposed to the brand of the manufacturer. Packaging or wrapping may be a way to objectify a service by giving away physical objects that function as souvenirs.

“Your product's packaging is meant to communicate a purpose”.– Joshua Conran

When may customers experience packaging? Customers may experience the bags and wrapping from a retailer, or the packaging and ephemera from a manufacturer just by browsing a store or watching other shoppers who have visited the store. The packaging or container may be an object in its own right and serve a function for the buyer long after the actual product is consumed.

Who is affected by packaging?Everybody is influenced by packaging, or swayed by the wrapping of products and services in some way. Some consumers thoroughly enjoy an elegant paper bag, while others think it is awkward to advertise which store they have just visited.

Where should packaging be experienced?Entrepreneurs should consider the buying cycle as a service and determine where in the process they can wrap communication in perceptible deliverables. Packaging, wrapping and ephemeral objects all communicate something and give a lasting impression of the brand wherever and whenever they are experienced.

Yes, I am a designer and yes, I buy a book by the cover… Or put another way, in a situation where I have to decide between two books I choose the one with appropriate packaging. A plethora of sales results have shown that other consumers behave in the same way.

Have you had experiences where packaging has affected your sales?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.