The unboxing trend is driving printed packaging into new territory, and Australia Post’s new custom offering is giving small businesses an edge.
Sharing the stage at the New Frontiers in Packaging Print Print 21+PKN L!VE event in Sydney on 3 August, Australia Post’s Marty Stone and Spawnit’s Ian Douglas told the audience about a new solution which allows small businesses to create personalised boxes.
Called BrandWrapped, the custom packaging offering has been developed in partnership with pioneering software firm Spawnit, and is now being rolled out across 4000 post offices in Australia.
“It’s really exciting to bring a new product like this to market,” Douglas said.
“It gives businesses the chance to reinforce the brand at the point of delivery through custom packaging and accessories that customers will love and remember.”
It allows businesses the chance to create personalised boxes, satchels, and other branded items such as ribbon, tape, labels, and wrapping paper, with low minimum print runs.
“There were a lot of daunted small businesses asking for packaging solutions, and this gives them a way to present their brand in the best possible light, without blowing their budget,” Stone said.
“Whether they want 10 satchels or 100, we can help them.”
While Australia Post’s mail business is in decline, parcels have been on the incline, growing at a rate of 28 per cent per year due to the rise in online shopping.
“We have had to look at how to duplicate the experience the consumer had in-store when it comes to opening their parcels,” Douglas said.
“With online shopping, there's a delayed gratification satisfaction which is downplayed when the delivery arrives – and this is a gap most brands need assistance with.
“The point of delivery is a lynchpin whereby we can excite and engage consumers through packaging," he said.