as a retailer, or a customer, you will be completely involved in the process of making a purchase online. from going through the website, to writing emails and making approvals, the entire process involves both parties to be actively involved. however, it is necessary for a retailer to take into consideration a customer&39s experience to ensure that his website and store continue to flourish.brand image is an important factor that needs to be considered. protecting your brand&rsquos name and image is the only thing that will ensure that your company does well. once an order has been placed and shipped to your customer, it depends on him alone how your brand is perceived. in its essence, you are handing over the entire image of your brand into the hands of a stranger and you need to take necessary steps to ensure that it is perceived in the way that you want it to be perceived. this is where packaging and shipping come into the picture. shipping alone can make or break a business. if a customer experiences a lag in shipping or your shipping strategy does not end up the way you thought it would, not only would will you lose a customer, but your entire business model can be unprofitable as well. the packaging of a product is just as important as the shipping of it is. not only will proper packaging protect the item, but it also adds to the overall experience of the customer and portrays a positive image of the brand in question. take pearlsonly.co.uk as an example. if you are buying something expensive such as pearl jewellery online, you want to be assured that it will reach you in a perfect condition. the people at pearlsonly not only understand that, but also take it upon themselves to send their products in gift boxes that are designed exclusively for them. the boxes take into consideration the overall feel of the brand and are therefore in royal colours that exude quality and luxury. lined with velvet and packed snugly to ensure that the pearls stay protected, these gift boxes help increase the overall shopping experience. a wellpackaged and attractively wrapped product will add great addon value to your product and therefore to your brand. it also presents companies with a wonderful way to advertise and increase branding opportunities. retailers can add their logos on the outside of the package, which will increase overall brand awareness. not only will the final customer be able to view it, but also everyone involved in the delivery process will notice it, increasing your overall market. another thing to take into consideration is if a company should charge for packaging services. while this depends on your overall business model, it could be perceived as off putting to some customers especially if your product is a luxury item. a place like pearlsonly.com does not charge for packaging and includes giftwrapping options, which increases the probability of someone buying from them.
