Do You Really Know What Your Buyers Think?

Most online sellers know that 'exceeding expectations' leads to happy buyers & happy buyers become repeat customers.

Did you know there's a wonderful opportunity to 'exceed expectations' & promote branding that many sellers overlook? It's in the packaging!

Don't underestimate how a bit of thought & some inexpensive techniques can improve the buyer's experience. eBay sellers who are concerned about shipping DSR's may want to consider this as they look to maintain or raise their scores.

Earlier this week in our 'Tips From the Top' podcast, JoAnn Hines - the Packaging Diva - stated that "a buyer's perception of a transaction is out of the seller's control," but if the packaging is memorable and easy-to-use it can play a significant role in increasing customer satisfaction.

For example, if your package is hard to open and the buyer becomes frustrated or angry, those negative feelings transfer over into what the buyer feels about YOU. Their perception of the transaction will be negative and may be reflected in their rating!

Here are a few of JoAnn's tips:

• put a label outside the package with a cheery message (i.e. 'open quickly for a great surprise inside!')


• use colored bubble wrap that matches your brand
  
• when including an extra, say that it's 'our gift to you' since people are looking for value

Many online sellers already include an extra 'goody' in their packages. Earlier this week I read an interesting blog post by LULUNASTAMPS about 'Snowman Soup'. As she suggested, 'Snowman Soup' would make an excellent & memorable 'gift with purchase' this holiday season.

Curious about the 'goodies' that sellers put in their packages, I posed the question on Twitter and received numerous responses. Among them were replies from @myauctionsource, @rainmanesq, @ebayandbeyond, @OldWorldLimited, @TekGems, and @redINKdiary!

Some 'extras' relate to the product that was sold while others promote the seller's brand. Some 'goodies' serve to move out slow-moving product & others were purchased specifically as 'thank-you' gifts.

Here are a few ideas from those who responded:

• a pack of gum included with sports card orders to evoke nostalgia


• a magnet with the seller's website logo on it


• iPod cases labelled with 'Compliments of ...."


• a novelty item or pin


• a small jar of cream


• a piece of costume jewelry


• a hand-written thank you note


• stickers included with scrapbook orders


• candy canes included with holiday orders


• ballpoint pens with business logo & web url


• a frisbee with business logo


• bookmark with business logo


• dog biscuits


• postcard with website info

If you include something special or unusual in YOUR packages, please let us know about it!

All the best -
The Savvy Seller

Who Do You Want to Be? And What Does That Have To Do With A Package?

As an online seller you've put alot of thought into developing your brand ... at least I hope you have!

In our recent 'Branding & Marketing' podcast training series, we heard Debbie Levitt (CEO of As Was) explain that branding should invoke an emotional reaction to your product or service.

In addition, your brand should

• deliver your message clearly
• confirm your credibility
• motivate your buyers and
• create customer loyalty.

Does YOUR brand do all that?

And there's more ....
Your product packaging is part of your brand! Did you know that you can tailor your packaging to give the right message to your target audience?

To show you how to achieve this, we're delighted to have JoAnn Hines, the Packaging Diva, as our 'Tips From the Top' podcast guest on Thu Nov 20 at noon EST (9:00AM Pacific).

JoAnn has more than 30 years of expertise in the packaging industry. She has been interviewed on TV and radio, traveled to China as a packaging summit guide, worked with the Small Business Administration (SBA), and spoken at the White House (twice). Her advice and articles appear in virtually every packaging industry publication, numerous business and international publications and on many website portals. She is the founder of Women in Packaging, Packaging Horizons Magazine, Packaging Career Hotline, Packaging Coach, Packaging Diva and Packaging University.

Join me, The Savvy Seller, as I talk to The Packaging Diva on Thu Nov 20th at noon EST! Click here to listen to the podcast live and please join us in the chat room as well!