Creating a Moment of Cyber-Delight
If you think youve got angst about the image projected by your stores jewelry boxes and bags, consider the plight of online jewelers
Theyve got customers theyve never met and stores whose only reality is millions of pixels dancing on a computer screen. Other than the jewelry itself which, of course, is not always unique packaging represents the only tangible opportunity to reassure customers their buying decisions were correct.
Get it wrong and, well, theres a lot of competition out there. Get it right and maybe you have something like the red fabric bag in which Ashford.com sends out most of its merchandise. In some circles, the bags have such cachet theyre being sold on eBay.
We hear that people use them to carry their golf balls, says Mary Lou Kelley, vice president of marketing. Other reports have the bags edging out Starbucks Coffee bags as a high-status way to carry lunch to work.
Ashfords bags are part of a coordinated packaging program that also includes jewelry and gift boxes in the same shade of red. The company doesnt do much low-end business, said Kelley, so everything is of equal quality.
Most purchases are packed in a jewelry box stamped inside and out with the Ashford name in silver. This goes into the red bag, which ties with a black ribbon and, finally, into an outer box for shipping.
When people receive our packages, its important that we exceed any expectations they have, said Kelley. We want that to be a moment of delight.
by Mark E. Dixon