When a customer orders a book online, the transaction doesn’t end with the payment, nor does it end when the customer receives their package. It continues right up to the moment they’ve opened the package itself.
But what does this mean for booksellers? It means they must consider packaging as far more than a protective layer. Far more than a means of simply getting a book from A to B. They must consider it as a potential brand experience.
In a world of on-line sales, brand experience matters because it differentiates a business from its competitors, builds customer loyalty, fosters emotional connections and, ultimately, drives sales and profit longevity. There are those in marketing and advertising who believe strongly that only when a business is completely secure in its brand can its customers have the best possible experience; that it’s a fundamental cornerstone of success.
The act of receiving a book can contribute immensely towards successful brand strategy for the bookseller. But how? The answer is simple: branded book wraps. These transform a simple delivery into a memorable touchpoint that builds satisfaction, recognition and loyalty.
Plain cardboard wraps are nifty, cost efficient and purpose-serving, but by remaining plain, they miss a golden opportunity. Printed book wraps on the other hand are an easy way for businesses to extend their brand identity far beyond their website and the books themselves.
Luckily, printing costs can be extremely reasonable. From colours and logos to design elements that reflect brand personality and/or mission statement, every parcel can remind customers what the business does and what it stands for. Packaging becomes a silent ambassador reinforcing recognition and trust with each delivery.
By using printed book wraps, every parcel shipped becomes a free advertising opportunity. Adding logos, QR codes, or campaign messages to the wraps means paying less for traditional advertising methods. In effect, the packaging is working harder fulfilling multiple roles and allowing cost savings to be made in other areas.
For example, QR codes and links can direct customers to exclusive offers, reading clubs, author events or loyalty programmes. A customer scans a QR code and finds they’re able to get 15% off their next order. They follow a link and discover local book fairs or author signings taking place in their area.
With printed book wraps, publishers can also cross-promote other titles, upcoming releases and audio or e-book platforms. They can introduce seasonal slogans such as, “Read More This Summer” or “Holiday Relaxation Inside”. Perhaps a bookseller donates to a good cause and a percentage from every book sold goes to literacy programmes? This is the perfect medium to get the message across to customers, fortifying the brand.
There’s no reason either why printing costs can’t be offset as much as possible: independent, smaller bookstores could feature local businesses on their packaging, those who would be happy to pay to advertise on book wraps, especially if their businesses go hand in hand with reading (coffee shops, stationery stores, etc.).
And because book wraps travel through courier networks and postal systems, they double up as mobile advertisements, reaching more eyes than just those of the end customer.
First impressions count and packaging is an extension of your brand.
Branded book wraps are not only visually impactful, but the ease with which the customer can use and dispose of them in an environmentally-friendly way will also be memorable and because they’re recyclable, they can carry eco-conscious branding: “Printed on 100% recycled cardboard – thank you for reading responsibly.” This messaging itself acts as a value-driven advertisement.
It’s also a fact that customers are more likely to order from you again as a direct result of your packaging (quality AND branding) and delivery process. Poorly packaged orders will undermine your company’s success and customer loyalty. One recent study indicates that 85% of customers would not repeat order from a company following a poor delivery experience.
Nothing dampens customer excitement like struggling with unruly packaging. Well-designed book wraps with custom tear strips or easy-open features add to overall customer satisfaction. A custom tear strip might seem like a small thing, but it demonstrates attention to detail, reduces frustration and ensures that a customer can focus on the joy of receiving the book rather than wrestling with cardboard.
Customisable tear strips and easy-open features are practical, considerate touches which elevate the overall experience, complementing thoughtful printed branding.
So, branded packaging can be used as a marketing tool for a book or bookseller. The good news is that so can its unboxing.
Amplified by social media, where, for example, platforms like BookTok are often credited with being a “pivotal force in driving book sales”, this is an experience that has now become a vital part of customer engagement. Opening the product, a run of the mill action where the packaging is the first thing to be seen, turns into a means of marketing. Unboxing becomes a memorable experience creating excitement and curiosity even before the book is revealed. Positive first impressions linger, boosting brand perception, encouraging repeat orders and in a world where gigantic “book hauls” are commonplace, it’s packaging that can make a title stand out.
Packaging able to reflect a bookshop’s theme or an author’s brand is perfect for unboxing. Hashtags such as #UnboxThisBook, #Booksarelife, #Alwaysreading, #Shareyourshelfie will prompt fans to share their own unboxing experiences with popular readership communities.
Additionally, sending review copies of books in themed packaging to book influencers multiplies reach and readership. An eye-catching unboxing video is far more engaging than a simple “I got this book” post. Plus, influencers value presentation; it makes them far more likely to showcase the book, turning it from a commodity into a necessity. Publishers, booksellers and authors can then reshare these posts, creating a feedback loop of visibility.
Consistency breeds confidence. When customers receive well-branded, thoughtfully packaged items time after time, it signals reliability and professionalism. Over time, customers automatically associate this level of care with your brand, making them more likely to return and recommend your business. Branded book wraps aren’t just packaging; they’re a promise of quality.
Branded book wraps are a small investment with big returns. They do four jobs effortlessly and simultaneously: protect the product, amplify a brand, enhance unboxing and strengthen customer satisfaction and confidence.
In a competitive marketplace, where experience matters almost as much as the product itself, book wraps can be the subtle difference that keeps customers coming back to your business and choosing to buy books from you rather than others.
Talk to us about our book wraps today and let us help you write your packaging success story.
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