“What builds the brand is not the message, it is the experience with it” – Alex Pallette
When customers make a purchase, they did it for two reasons, for the need of the product and an experience. As a consumer, emotions are connected with the shopping experience, the consumer feels that experience when seeing the product packaging, the better that connection, better the perception of the value of the product.
The buyer’s experience with merchandise is changing to a digital age, as e-commerce becomes increasingly popular, the “unboxing” experience should replace the experience of buying in a store, this trend has caused a great impact in society and has made premium packaging a very attractive differentiator in the eyes of consumers.
For example, a customer is more likely to spend their money on a bottle of tequila that comes in a luxury box, in a study conducted by the University of Wisconsin with 60 participants, it was found that more than 76% of consumers prefer a product with a premium packaging than an economical one.
Buyers enjoy a personalized experience, premium boxes are a tool that cause this effect, luxury packaging makes brands position and impact customers.