Reusable Packaging as a Tool for Customer Loyalty

Today, online marketing tactics are an integral part of any marketing strategy, thus the subject of customer loyalty – which is key to any good marketing strategy. This is because the online era has given the consumer all of the power, which has resulted in packaging taking on a strategic value purpose rather than the traditional purpose. This is where reusable packaging comes in…

So, what’s the deal with reusable packaging and customer loyalty?

The thing is, it’s actually very simple.

Retail, just as marketing, has reached the phase where it’s booming online. So, competition is huge – and in order to compete, you have to keep up.

One of the key trends you have to keep up in is in the packaging spector. Packaging plays a vital role in your business and marketing strategy in retail.

Reusable Packaging

Reusable packaging is a growing trend. What was once considered as a feature reserved only for premium products, is today a subject of its own.

Online retail is following this trend competitively. With the emergence of online brands, reusable and personalized packaging has become an inevitable part of a brands marketing strategy.

But, traditional brands who are aware of this trend (and demand), are also putting it to use.

Why brands use reusable packaging in their strategy?

The key takeaways of reusable packaging as a tool for customer loyalty:

– A well designed reusable package generates brand exposure.
– A reusable package is functional, and consumers love functionality.
– Reusable packaging is sustainable as it bypasses the trash bin.
– Reusable and personalized packaging serves as a boost to marketing efforts – promotion, advertising, communication.
– Reusable and sustainable packaging provides freshness for food products.
– It allows more space for further customer feedback.
– A functional package serves as an incentive to buy again.

Examples of reusable packaging

Developing a reusable package design can be simple or complex, depending on the goals and features involved.

Here are some examples of how other brands did it.

The Clever little bag by Puma
Pumas concept of the ‘Clever Little Bag” was developed with the objectives of reducing material and resource waste, and reducing transportation costs, while giving buyers functionality and creating brand recognition.

The Joco Cup
The ‘Joco Cup’ was designed with sustainability, functionality and of course reusability in mind. Beside the cup which is eco friendly, the actual package of the cup is also reusable. The package is an oval box, with a lid, made of cardboard – it can be used for storage of the cup or any other items.

For more details check out the Joco Cup website.

The Evolvia Organic Extra Virgin Oil bottle
This bottle is something special indeed. Beside being designed to esthetically appeal to the consumer, and to be reusable – this bottle is made from hand made laboratory glass.

It also comes with a special lid, “The Keep Forever Pourer”, which provides timeless usability and functionality.

Check out the Evolvia Olive Oil slideshow for more details.

The Tetra Evero Aseptic Bottle
According to Esko, the Tetra Evero Aseptic bottle is not only eco friendly, but is is also reusable and sustainable.

In fact, the Tetra Evero Aseptic bottle has been awarded two awards for sustainability and innovative design; the WorldStar Award and the International Forum Packaging Design Award.

What You Should Consider When Developing a Reusable Package

The design and development of a reusable package varies from industry to industry. Obviously, because a package for a grocery item won’t have the same requirements as a cosmetics item.

However, the general guidelines for reusable package development, with the end goal of generating customer loyalty should be:

– Unique design which reflects the brand values.
– Functionality, ease of use.
– Sustainability, it should reduce waste and be eco friendly.
– It should integrate with the marketing strategy, – whether it’s about generating buzz on social media, communicating with consumers, and providing incentives for buying.
– It should lower transportation costs, and be optimized for returns.
– Tamper proofness and protection is always necessary.
– A positive unboxing experience.
– Personalized messages.

Reusable packaging design won’t break your budget

Big brands have gone long ways to research and create prototypes for the best reusable packaging design. But, this doesn’t mean you have to as well.

In fact, you can use the information other brands have collected, as well as staying on top of trends in terms of consumer demand and packaging, to develop a simple, yet effective reusable package.

The bottom line, reusable packaging development is cost effective, it can generate customer loyalty and serve as an effective tool in your marketing strategy.