Allbirds are a new shoe brand made from NZ merino.
They have been getting publicity not only for their product but also their packaging.
Their boxes use less cardboard than a traditional one and they have a unique hinge design.
This gets mentioned in all their press and it also creates something that the modern shopper is seeking out.
Experience.
When you receive something you’ve ordered online the experience of opening it and seeing it for the first time has elements of a child on Christmas morning.
Creating this experience for your customer is a crucial step along the relationship. Nailing this experience dramatically increases the likelihood of them buying from you in the future (and telling others about it)
You don’t have to invest thousands on new packaging to deliver an experience.
Look at how CD Baby creates a remarkable experience for the customer and a marketing opportunity for themselves instead of a normal boring confirmation email:
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year”. We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
This order confirmation email has been forwarded thousands of times and posted on countless blogs and websites. Derek Sivers, the founder of CD Baby credits this simple message for creating thousands of new customers.
Again nothing unique about the product, but the transformation of something ordinary and boring gives the customer a smile and creates free viral marketing for the business.
Deliver an experience to your customers and they will deliver sales to you.
