As a direct mail and e-commerce fulfillment centre, it’s been uplifting to see the growing success of personalised direct mail this year. In April we saw a 75% increase in the number of subscription boxes we sent out on behalf of our customers. It’s been one of the positives to come out of 2020.
Over the last month, I’ve noticed a surge in care packages and comfort packs: companies sending gift boxes to their staff with various goodies to boost morale while working from home. What a great idea! It’s a creative and forward-thinking approach to supporting employee wellbeing. Why does this work so well?
As with subscription boxes – personalisation has a huge role to play. It was the US Marketing word of the year in 2020 and probably will be again this year. This means it’s no longer an option to consider personalised marketing – it should be part of any successful marketing strategy. According to Forbes, 71% of consumers feel frustrated when a shopping experience is impersonal.
We have all missed human interaction this year, and it’s no different for employees. Receiving a personalised package makes employees feel valued and helps to bridge the gap in social interaction. It also reinforces the company culture – and keeps staff connected to your brand.
A little gesture can go a long way
I’ve loved seeing the creativity that companies have adopted. Zendesk created a care package themed around cosiness. It includes sweatshirts, joggers, and slippers. Other companies such as BJSS have shown it doesn’t need to be a huge gesture. A small TLC box filled with goodies and a personalised note has lifted spirits. We’ve heard on the grapevine that retailers such as Lush, Liberty Global, M&S and Harvey Nichols are doing something similar.
We are all adapting to a new way of working and it seems working from home, in some form, is here to stay. There’s so much scope for creativity and growth with care packages. I think it’s just the beginning and I cannot wait to see how it develops in 2021.
Are you considering care packages as part of your employee engagement scheme? Here at Commands direct mailing facility, we build thousands of kits and subscription boxes every month. If you think we might be able to help don’t hesitate to get in touch.