5 types of product packaging inserts brands use to connect with their customers


In case you missed it, 89% more consumers likely to buy products on Amazon than other e-commerce sites. This means that brands need to find new ways to connect with customers who prefer to buy from marketplaces, as Amazon and other marketplaces do not allow suppliers to contact customers directly or remarket to them (eg. outside the Amazon Advertising demand-side platform).

One of the methods savvy brands use to build a stronger connection with customers is to use their packaging, especially inserts that include added value and calls to action. from amazon “Activities and actions prohibited for sellers” conditions specifically exclude “any attempt to circumvent the established Amazon sales process”, and there are very serious consequences for trying to manipulate comments and reviews. It is therefore important that brands do this correctly and do not run up against Amazon’s demands. Here are 5 ways brands are using product packaging and inserts in a compliant and user-friendly way.


1. Educate your customer on the best way to use your product

The most obvious and perhaps the most popular technique is to provide more information to the customer on the best way to use your product. Food and kitchen products can use recipes, like in this OXO Brand Vegetable Spiralizer, to help customers get started and set them up for immediate success with the product.

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In other categories, inspiration is useful. These Cameron Frank Products dot markers included a small pack of designs to show adults how to use the product with their children.

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2. Provide a guarantee

Product warranties have been used for decades to help build customer trust and demonstrate a brand’s commitment to the continued quality of its products. But there is a hidden advantage for a brand: when a customer takes out a warranty, they must provide their contact details. This helps brands communicate directly with customers who purchase warranty.

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The key is to create warranty programs that are genuinely useful and not fraudulent. I don’t need a warranty on my silicone baking mat, thank you.

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3. Promote your brand and cross-sell other products

In the box of a new Apple Macbook, I found a sheet of two shiny stickers with the Apple logo on it. Apple doesn’t expect me to put this little gift in a drawer. The idea is that customers can help spread the brand’s logo.

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For brands whose logos are less recognizable than Apple, there are other ways to use packaging to keep your brand in mind and promote your other products.

Micro, the hugely popular children’s scooter company, includes several items of interest in its flagship scooter product. The birthday club program mentioned on their warranty card helps bring the brand back to the forefront of a family’s mind every year. Especially useful when children start to get too big for their current scooter model.

Another item was the Micro catalog, a compact lookbook of the brand’s other products, sorted by age.

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Micro receives a special mention because its scooter package included one item from each category. In addition to the birthday club and catalog, I also found a “safety rules” board that appears to be designed specifically to educate kids on safe scooter play. This company checked all of the product insert boxes above and created a really good unboxing experience as a customer.

4. Engage socially

Some brands fall into categories that lend themselves well to customers sharing the product on social media. Food, cooking, home improvement, fashion and beauty are all categories in which customers may be willing to post social content like ‘before and after’ photos and about the way they give. their own touch to a product.

This invitation to share product-related content on social media can be made even more powerful with exciting incentives. Sports Research, a brand of natural oils, included this insert promising a $ 100 Amazon gift card for customers who have posted photos or videos to Instagram.

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Just make sure any raffle style program follows state raffle laws, where applicable.

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5. Generate customer reviews and comments

Anker is an Amazon native brand that is now a very successful case study for brands looking to engage more closely with Amazon. One way Anker collects genuine, high quality product reviews is through their simple and effective feedback card which is included in all Anker products.

On the one hand, the “happy? Side, Anker asks happy customers to share their experience on Amazon and elsewhere.

On the “Not happy?” On the other hand, Anker offers three ways for customers to contact Anker support and resolve their issue. This helps the brand to avoid negative comments from the audience when passing.

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It’s important that brands truly deliver on their promises of good customer service. Too often, it’s an empty promise. In Anker’s case, I was pleasantly surprised to be directed directly to a customer service rep when I called, rather than through a confusing phone menu. The rep was knowledgeable and helpful. In my case, this experience prevented me from writing a negative review of the product, which is exactly the point of this insert (and the underlying operational infrastructure that the brand has created to actually take care of its customers). .


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