How to Reinforce a Reseller Brand During Product Delivery
Technology resellers of all sizes rely on distributors for product stock and shipping. Leveraging these channels reduces inventory pains, increases product diversity and provides various… continue below
Technology resellers of all sizes rely on distributors for product stock and shipping. Leveraging these channels reduces inventory pains, increases product diversity and provides various sales and technical support advantages.
However, using a third-party distributor can detach the user from the reseller brand experience. This happens when a reseller removes itself entirely from the process. With the right distribution partner, this type of automation is possible (eventually), but the reseller must first prepare branding assets to keep the experience consistent shipment after shipment.
Unboxing is important to the user experience. After all, this is the user’s first impression of the product that they ordered. While investing in extraordinary exterior packaging is not necessary, packaging inserts are.
Packaging inserts come in various forms. Some companies send out thank-you letters while others reserve the space for promotions, product information and other marketing-related materials. Inserts contextualize the product around the service, allowing the reseller to hijack the third-party unboxing process.
Product Labelling and/or Plating
Shipping inserts let brands control the first impression—they delight or instruct (sometimes both). Conversely, product labelling gives resellers the chance to remind users of their brand and integrate it into their offices and homes.
For example, the custom logo plate for the Mitel 6800-series phones replaces the Mitel branding. Thus, when someone asks what kind of phone the user has, the first brand to come to mind will be the provider’s and not Mitel. This is one way that labelling hardware unifies brand identity and encourages referral business.
Maintaining communication during a shipment is paramount. Customers want to know when their products will arrive, where they are in transit and what to do with them once they’ve shown up. Customers should never feel out-of-the-loop or neglected after a purchase—this will destroy confidence in the brand.