Horticulture e-commerce is growing in popularity, due in part thanks to Amazon, along with other industries. As shopping continues to grow online, it becomes more difficult to wow customers with packaging. Learn 5 simple hacks for creating a personalized experience that will surprise and delight customers when they open up their package.
First, The Importance Horticulture E-Commerce
Your customers are shopping online. There’s no doubt about it. It’s becoming more and more important to create an online storefront. This now includes websites like Amazon.
This does, however, raise some legitimate concerns. Beyond creating a package that stands up to the rough nature of shipping and handling, customers can’t be persuaded by the packaging and labeling design. Now, it’s about creating a bond with the customer through more customized and personal engagement.
This Even Impacts Local Shoppers
So, once an online shopper makes a purchase, they’ll be impressed enough with the experience to become a return shopper. For local customers, this also increases the chance of visiting your location. By offering products on your own site, or on third party e-commerce websites, it also offers control over how the product will be viewed by the customer. Big big stores don’t offer this level of engagement.
Maybe e-commerce shopping is even good for growers. Not yet convinced? Keep reading. All techniques also apply for in-store product design.
5. Pre-Made Location-Based Designs
For major cities and high-frequency purchase locations, create designs specifically for them. So, maybe the label focusses on the capabilities of the growing zone and weather patterns. Or, incorporate local landmarks. It adds a personal touch on a more generic scale.
Even the copy plays an important role. Focus in on the growing zone you’re shipping to. Or, if, for example, your product is headed to Chicago, write something like, “This plant can’t handle the frigid winter gusts of the windy city. Keep indoors.” It doesn’t have to be an extravagant novel. The little touches are important too.
4. Booklet-Style Labels Expand Content To Your Advantage
Expand your content with extra panels by using a booklet-style label. Write a thank you message by printing a graphic of a handwritten note within. Or, include a brief tutorial to creating a cute recycled plant pot out of a glass jar. Even just adding something exclusive to online customers gives the sense of a custom experience. Then, this builds a bond between your brand and the customer.
Even using the extra room for inspirational imagery is an impactful way to connect with customers. Show them what other customers are posting on social media, how to use it in an arrangement, or even in various rooms. Get them thinking about what is possible with their plant, and show them that your customers are a community of gardeners with the same goal of caring for beautiful plants.
3. Secondary Labels Are Great For Gifts
If an online shopper indicates that the purchase is a gift, add a secondary label that makes an impact. Whether it’s a “Happy Birthday” graphic, or a “To: From:” addition, it considers the customers’ needs. Make it easier for the gift giver to actually give the gift. In turn, it makes the recipient feel like their item is more luxurious and considered. More special on their special day. Again, sometimes the simple things leave a lasting impact.
Use font and graphics that match your brand for a cohesive look with the rest of the packaging. Otherwise, it will look disjointed and thrown together. The complete opposite of a personal experience.
2. Link Customers To Personalized Content Using Labeling Technology
Labeling technology like RFID (Radio Frequency Identification) and NFC (Near Field Communication) connect customers to helpful content. Even a simple QR code links customers to videos, blogs, and apps that help customers find success with growing their new plant. This is one of the more impactful ways to create content specific to the user.
Based on their purchase, you can share a video relevant to the needs of their location. Or, based on the plant they bought, share a blog post delving into care instructions. Even share an app you’ve created specifically designed to remind customers to water the plant.
For local customers, connect them to events hosted on-site. Get them into the greenhouse, or the store, to build the relationship on a more personal level. Even online webinars offer an opportunity to learn more about their new purchase or horticulture in general.
1. Use Variable Data Printing To Your Advantage
Personalized horticulture e-Commerce really comes to life with variable data printing. Include upcoming events on a simple secondary label. Or, print the customer’s name on a small thank you note section on the label. This is the most personal it gets!
By including the customer’s name on a thank you note, it provides a handcrafted feeling that customers appreciate. Plus, it shows a genuine appreciation for their patronage. Just because the purchase was made online doesn’t mean that the exchange should be cold and impersonal.
Learn about the labeling and automation solutions that Label Gator offers. See how you can save time, money and labor with our Product Guide. Click here to download the guide.
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