Nearly every retailer today knows the importance of creating a positive customer experience. Of course exceptional customer service is important; however, today it’s the entire customer experience that counts. The term “experience” is an umbrella that covers several customer touchpoints, whether the consumer is considering the purchase of a product in-store or online.
Recently, Bath & Body Works won the Excellence in Customer Experience Award presented at Operations Summit 2016 held in Pittsburgh, PA at the David L. Lawrence Convention Center. What makes Bath & Body Works stand apart from the rest?
According to news reports, the company’s package consistently stands apart from other companies due to its bright, four-color product photos on the exterior packaging. Some compare the packaging to mini-catalogs that customers can enjoy right at their own front door. Additionally, packing slips continue the effort to emphasize branding, as the slips are well laid out and also colorful. Candles include branded protective packaging, and also read “The World’s Best Candles Guaranteed.” The company takes extra measures to not only guarantee customer satisfaction, but also to protect items that are fragile in the shipping process. Ultimately, Bath & Body Works continues the marketing process and provides a mini-catalog to customers using their box. Now that’s thinking “outside the box!”
To give you an idea of the competition, other companies who were in the running for best packaging included Macy’s, Duluth Trading, and Birchbox. According to chief content director and publisher at Multichannel Merchant, companies competing for the various awards including ‘best packaging’, ‘best customer returns experience’, ‘best shipping and delivery experience’, and ‘excellence in brand communication’ were those companies often considered “superheroes” by consumers, delivering an outstanding experience from the initial order to returns.
There is no doubt packaging places a huge role in consumer interest, loyalty, and brand awareness. Whether with personal care products, pharmaceuticals, food, beverages, even electronics, how your products are perceived is important. At REA JET, we provide inkjet, laser, spray mark, and other industrial packaging coding and marking systems to many industries along with inks and consumables. Trust REA JET for quality, durable coding of your products!