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What is the best packaging for luxury children’s gifts?

We speak to Emma Whitaker, Diamond Logistics’ packaging specialist, about the best packaging for luxury children’s products, and the government’s plastic tax.  

What are the hot topics in packaging right now? 

Retailers want (and need) sustainable packaging. The government is introducing a plastic tax which comes into effect from April 2022.  

 

What is the plastic tax? 

The new tax applies to plastic packaging produced in, or imported into the UK that does not contain at least 30% recycled plastic.  

It will not apply to any plastic packaging which contains at least 30% recycled plastic, or any packaging which is not predominantly plastic by weight. 

Imported plastic packaging will be liable to the tax, whether the packaging is unfilled or filled. 

 

Which packaging is best for luxury children’s brands? 

The children’s brands we partner with at Diamond are usually high-end boutique, and a key focus for them is environmentally friendly packaging. Most of them prefer zero plastic. 

We use a product called Geami which is produced by a company called Ranpack.  It’s 100% recyclable and biodegradable protective paper – a nice alternative to bubble wrap. Quite often packaging isn’t pretty, but this is. I call it a giftable version of bubble wrap. 

It’s attractive because it concertinas into a honeycomb layer around the product. In the U.S they actually use it for automotive parts, but in the UK we thinks it’s too pretty for that!  

Of course it offers protection too: the cells interlock to firmly secure the gifts. We use this for smaller boutique items. 

Some of our clients provide very specific instructions for their boxed items which our Service Centre teams will follow. This is to ensure that every item is constructed to the same high standard and is dispatched in the layout they expect – whether it’s box one or box 1,001 – they should look exactly the same. 

 

How important is packaging to customer experience? 

Environmentally friendly packaging is one of the main priorities for our luxury retailers and this helps promote a high-end customer experience. Some smaller retail brands don’t realise just how powerful the unboxing experience is for raising brand awareness. But they’re starting to explore this more and more.  

If customers have a good un-boxing experience they’ll talk about the brand in a positive light. It creates a bit of a buzz. See below an unboxing video by a customer of Sisi and Seb – one of our clients. As you can see it minimises paper-based packaging for a more planet friendly shipping and creates a bit of a buzz on arrival.

 

 

That’s really where we want to be. Supporting our luxury brands in providing this type of experience.  

Using packaging wrap like Geami makes you feel like you are getting a gift even if it’s for someone else because you have to open it like a present. 

Customers receive a boutique experience from these luxury retail brands which is similar to a high-end department store. Beautifully wrapped and sealed.  

Quite often we’ll put additional items in there, a thank you card from the owner for example. Or a card promoting their business. 

 

And what about the box itself? 

We use as standard double wall corrugate boxes here at Diamond, which isn’t always the standard across fulfilment centres. We want to ensure the products are as protected as possible to ensure safe delivery, but some clients use an e-com boxes which open like a pizza box, so it lifts at the front. 

This type of box is a brilliant marketing tool which people outside the packaging industry are only just starting to learn about.  

A design or branding is printed on the inside rather than the outside. 

By printing on the inside you get the wow factor as it’s opened. You lift the lid and there’s the brand with a message or perhaps the company slogan. It’s a nice surprise for the customer. 

And the inside of the box will always be pristine - it won’t have a stamp or delivery label stuck in the middle of it. 

 

What about re-giftable boxes? 

Previously customers would be sent a gift item and be given the option to purchase a gift bag/box too. 

However, a more sustainable option is reusable packaging. 

Some retailers are now using cleverly designed shipping boxes which can be turned inside out into a gift box. This is the next step in packaging. 

The item is sent in a standard brown/white box, which when opened, has an attractive image or logo (something with the real wow factor) on the inside. There is information online for the customer which explains how to re-use the item as a gift box. 

This option is really popular with some of our alcohol customers who are ahead of the game. It’s a service we offer luxury brand fulfilment customers free of charge. 

If you’re a children’s brand and you would like to learn more about how Diamond Logistics can support your fulfilment operation – from packaging to tech – complete the following form: 

 

Topics: Diamond Logistics Deliveries, Diamond Logistics, Diamond Logistics Help and Advice, Technology including despatchlab, Overnights and International, Internationals, Fulfilment and e-commerce, Packaging

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