Luxury Packaging
Building growth in the luxury packaging market
By Ian Axelsen, business development manager at AA Labels. S
ince AA Labels launched our printed packaging service at the start of 2022, this new offer has delivered steady sales and experienced a sustained growth. So what is the secret to its success, when we have faced some of the most unpredictable market conditions and cost increases, in recent years?
AA Labels was founded on a unique principle, that businesses, large or small, should enjoy excellent customer service, at a price that was reflective of the products they were receiving. This has always been from a competitive pricing perspective, so from the early days of producing plain labels, to now offering a huge range of services including label embellishment and customised design support, we have always been true to our original ethos. Our latest service was developed in response to customer feedback and industry research. This revealed that the model of the traditional quotation and ordering process, which is commonplace across the packaging industry was outdated, cumbersome and time consuming. Whatever the market conditions, today’s consumers expect next day delivery as the norm and eCommerce is driving purchasing growth. So, whether customers want luxury label printed or require a more luxurious printed carton, service, quality and cost have to be paramount. And this was not necessarily happening for printed cartons – especially for SMEs who needed smaller print runs. Therefore, the printed cartons service is aimed at those small to medium businesses who need affordable packaging for short print runs, with quick turnaround times.
Our solution continues to be a B2B market first, providing a printed cartons service which enables businesses to seamlessly complete the entire process online. We have the agility to meet the demands set by retailers, including no minimum order quantity, which in the case of small volume orders, allows fast print runs.
The research undertaken by AA Labels highlighted a gap in the market for a complete online service in place of the industry’s quotation and call back model. The packaging industry’s reliance on outdated legacy practices and tradition presented an opportunity to exploit a niche in the market whilst continuing with our range of label services.
The process is straightforward and completed online, but with the added value of on tap customer service support, whatever the query. Users simply select the size and style of the paperboard carton required, upload their artwork and order the required quantity online.
The service has also opened up greater access to the personalised packaging market, an area which research shows as playing a key role in increasing consumer engagement, brand awareness, customer loyalty and sales. It is these added value consumer offers that will keep brands at the forefront of customer’s awareness and establish a USP in many cases.
Online ordering for labels has thrived for several years, so it was a natural step to extend this process to a new market sector, supported by AA Labels commitment to quality and cost as standard. Business owners recognise and understand the benefits of this approach and coupled with any concerns they may have around affordability, has meant the new service has been well received. Not necessarily having the resources to commit to large print runs, SMEs need fast order fulfilment, and a flexible service, without compromising on print quality – even for more luxurious printing.
Luxury printing is not restricted to the production of printed product cartons and sleeves. We knew that brand extensions were also key for businesses, so we are also producing promotional table talkers, which include cubes, pyramids and tent cards, along with bottle neck collars, door hangers and
many other promotional items, for customisation and short runs.
And in the case of urgent print jobs, which demand very short turnaround times, we have extended our express printing service to the luxury print runs, in recognition that many customers need printed cartons within 24 hours of artwork approval. To further cement our commitment to flexibility for those smaller customers, we have developed several pre-designed templates for those brands working to a limited budget, something that is particularly helpful for start-ups. The templates enable businesses to create affordable seasonal, limited edition or personalised packaging, without the need for a professional designer – key for busy times of year such as Christmas and Easter. This has helped to remove the barrier of entry for small businesses that need to minimise their costs whilst building their business and their brand, when making a statement through more luxurious packaging is key for them.
Xwww.aalabels.com
22
November 2022
www.convertermag.com
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