Someone once stated that “good things come in small packages”; what she should have also included is that best things come in beautiful packages. The way that a gift is presented truly sets the stage. Dazzling wrap and ribbons will elevate the visibility of your products to new levels – creating store recognition among consumers, guests at baby showers, birthday parties and people browsing as they window-shop.
A gift-wrapping & packaging program can extend your store image, colors, personality, and theme – right down to the last detail.
The benefits to your customers go beyond saving time to saving energy and money. No need to stop at another store to buy wrapping paper and bows. One-stop shopping! And with today’s busy schedules, it is necessary to make things as easy as possible for your customer to give a gift…with elegance and style! They will be proud to give a nicely presented package – one that will stand out from all the rest. (Not to mention how proud your sales people will be to present the package to their customers!)

Several avenues of possibility exist should you choose that a gift wrapping and packaging program is right for your store.

The Basics
A basic gift-wrap can be a stock paper or custom paper depending on your quantity requirements and pocket book. The two differ in that stock paper, although readily available, can be limited to a smaller selection in pattern. Quality papers will make a lovely presentation around a boxed gift, giving the item an image of uniqueness. If you opt for a more extensive presentation program, you can choose a stock or custom paper and have boxes pre-wrapped.

These boxes are available in either a regular-wrapped liftoff cover box (LOCB) or a “bundle-wrapped” LOCB, which has a hand-wrapped appearance. Some retailers choose to have the regular LOCB’s gift wrapped again and add a decorative bow, or merely add a matching or contrasting bow to the “bundle-wrapped” LOCBs. The “bundle-wrapped” presentation costs a little bit more, but it can save precious sales time.

Other Options
Some other options available include suede drawstring single or double-pocket pouches and flap flannel pouches for smaller items, fabric-covered metal-hinged boxes for a more “elegant” look (also for smaller items), gift-shopping bags hot stamped with the store’s logo/name for increased exposure and name recognition, color coordinated ribbons and tissue paper, shredded paper grass and stickers for those finishing touches. From a range of glittery metallics to baby-theme designs, matte or baby-theme designs, matte or glossy finished papers – the possibilities are endless for customizing your packaging needs.

Getting Started
To get started in the gift wrap/packaging direction, it is necessary to discuss your requirements with a supplier to determine the correct box size(s) and paper to fit your needs. Again, it is both faster and more economical to use stock paper rather than a custom paper for the boxes no matter which of the presentation options you choose. Box samples can then be produced in the actual size and paper wrap for your review. Breaks in pricing are most often found in large-quantity orders. Be sure to discuss these possibilities.

Should you choose to follow the gift-wrapping “route”, perhaps you can buy a stock box and add hot stamping to “dress up” the box before it is wrapped. It adds a distinctive touch to the box and can be stamped in a wide variety of foil colors.

Hot stamping gives your store a presence that will last long after the gift is opened; people tend to hold on to elegantly wrapped boxes for storage of gift items or other treasures. This means a significant increase in visibility for your store name for as long as that package is kept. What a wonderful advertisement! A unique reminder! Samples of foil colors can also be requested when planning your program.
Together, you and your supplier can determine what is both most practical and unique for your store’s needs.

Gift Wrap As a Marketing Tool
Propel your quality service and sales abilities into the forefront of your market with a new or expanded package presentation program. Begin to allow your name and products to stand out from the crowd and take advantage of a marketing idea that could translate into increased business for your store.

Quality packaging is a detail that will separate you from your competition by showing off what your do best – you provide unique and quality baby products with the expertise and service your customers expect and deserve!

Most retailers offer either gift-wrap or pre-wrapped gift boxes free of charge to their customers. A “Complimentary Gift Wrapping” sign can be strategically displayed in the store or the gift-wrapped boxes can be used as an integral part of the case display. The free offer can be part of the store’s PR program in media print or other means of advertising.

Whether you utilize any or all of the suggestion listed, you can tailor the entire packaging program to be used as a marketing tool to kelp accomplish your store’s objectives.

Linda Collins is the Marketing Director for Mason Box Company located Attleboro, MA.