Brand Building on the Doorstep: The Importance of the First (Physical) Impression

C. Page Moreau

Journal of Retailing, 2020, vol. 96, issue 1, 155-167

Abstract: Many brands spend considerable resources to optimize the consumer’s online path to purchase only to have their products arrive unceremoniously on the consumer’s doorstep a few days later in a battered cardboard box. In this article, I argue that many firms are foregoing an opportunity to both strengthen their brand and decrease return rates when they ignore the potential of a product’s delivery package to create a brand-building experience. Why are investments in doorstep branding effective and which firms stand to benefit the most from them? The goal of this article is to raise these questions, offer a framework to address them, and provide preliminary evidence in a proof-of-concept study demonstrating that branding experiences can travel directly to the consumer’s front door.

Keywords: Brand experience; Unboxing; Design; packaging; Product returns; Brand equity (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:96:y:2020:i:1:p:155-167

DOI: 10.1016/j.jretai.2019.12.003

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