Let’s dive into how packaging can be part of your cross-selling and upselling strategy and why it’s worth investing in.
Why Packaging Matters Your packaging is often the first physical interaction your customers have with your brand. It’s more than just a box or a bag—it’s an extension of your brand identity. Eye-catching, well-designed packaging can leave a lasting impression, build customer loyalty, and even influence purchasing decisions.
Studies show that 72% of consumers say that product packaging design influences their buying decisions. This makes it a crucial touchpoint in the customer journey—one that can be optimized for cross-selling and upselling.
How Packaging Boosts Your Cross-Selling and Upselling Strategy
1. Include Recommendations Inside the Package One of the simplest ways to use packaging for cross-selling is to include inserts or cards with product recommendations. For example, if someone purchases a skincare product, your insert could highlight complementary products like a cleanser or moisturizer. You could also suggest upsell options for an upgraded version of the same skincare product the shopper purchased for their next order.
2. Feature Product Bundles on the Package Consider printing imagery or descriptions of popular bundles directly on your packaging. This not only educates your customers about other products but also creates a sense of FOMO (fear of missing out) if they’re not taking advantage of the bundle offer.
A sample flyer often included in packaging to showcase additional products.
3. Leverage QR Codes for Upsell Offers You can print a QR code on your packaging that leads customers to exclusive deals or recommended products. For example, “Scan here to get 10% off your next purchase” or “Explore items that pair perfectly with your new product.” QR codes make the cross-selling process seamless and engaging.
4. Use Packaging to Tell a Story A compelling story about your brand or products can spark interest in other items you offer. For example, you can share the inspiration behind a product line—whether it’s based on sustainability, craftsmanship, or a specific lifestyle. Or, explain how different items in your catalog complement each other, such as a skincare line where each product works together to create a complete routine. This can help customers envision how your products fit into their lives and build a stronger emotional connection with your brand.
5. Offer Samples of Related Products If your budget allows, including a sample of a related product can encourage future purchases. For instance, a clothing store might include a free accessory, or a beauty brand might add a mini version of a complementary product. Customers are far more likely to buy something they’ve already had a chance to try.20% of customers are more likely to discover new products and make additional purchases through samples . When customers have the opportunity to try a product, they can experience its quality and benefits firsthand, which helps to build trust and increase the chances of repeat business. By strategically offering samples of related products, you can drive customer engagement and boost your sales.
Think Outside the Box: Creative Packaging Examples That Inspire
1. Glossier’s Minimalistic Yet Functional Design Glossier’s signature pink bubble mailers are instantly recognizable and create a strong brand presence. Beyond their functional use, these mailers offer a fun unboxing experience with additional goodies like postcards and stickers that subtly promote other products. By making the unboxing feel special, Glossier ensures its customers are excited to shop again. This attention to detail shows how packaging can play a pivotal role in cross-selling and upselling, as customers are naturally drawn to explore what else the brand has to offer.
2. Apple’s Sleek and Cohesive Boxes Apple’s packaging reflects its premium brand image perfectly. Each box is meticulously designed to highlight the product inside. The snug fit, minimalistic design, and attention to detail all scream luxury. Inserts within the box often guide customers toward accessories like AirPods or cases, creating upselling opportunities during and after the unboxing experience. Apple proves that the packaging can seamlessly integrate with a broader upselling strategy .
Apple’s unboxing experience: Sleek, minimal, and instantly recognizable.
3. Lush’s Eco-Friendly Approach Lush Cosmetics takes sustainability seriously, using recycled and biodegradable materials for their packaging. Their distinctive, eco-friendly wrapping often features messaging about related products that pair well together, like matching bath bombs and body lotions. By aligning their packaging with their values and highlighting complementary items, Lush effectively turns packaging into a tool for driving additional sales.
4. FabFitFun’s Seasonal Subscription Boxes FabFitFun creates excitement with its beautifully designed seasonal subscription boxes. Each package contains a curated selection of products along with inserts and pamphlets suggesting how to use them together. By showcasing complementary items, FabFitFun inspires customers to purchase additional products, turning packaging into an extension of their cross-selling and upselling efforts.
5. Birchbox’s Personalization Birchbox takes personalization to the next level by customizing its packaging based on the subscriber’s preferences. Each box is carefully curated with products tailored to the customer’s profile. Detailed inserts explain how the products can be used together, creating a seamless and engaging upselling experience. This approach highlights the potential of packaging to be more than just a container—it becomes a personalized shopping assistant.
Lessons from Brands That Successfully Rebranded Their Packaging
1. Tropicana’s Packaging Redesign Tropicana’s bold move to simplify its packaging backfired initially , as loyal customers struggled to identify their favorite product on shelves. The company quickly reverted to its original design, but with a modern twist—keeping its iconic orange-and-straw visual while adding vibrant, clear labeling. This rebranding not only restored customer trust but also drove a noticeable increase in sales. Tropicana’s experience underscores how critical packaging can be in communicating value and maintaining brand loyalty while still opening up opportunities to cross-promote new flavors or sizes.
2. Coca-Cola’s Sleek Bottle Updates Over the years, Coca-Cola has refined its bottle designs while maintaining its classic appeal. One of its most successful rebranding efforts included the introduction of the contoured glass bottle, which emphasized the brand’s heritage while offering a modern feel. This update reinvigorated interest in Coca-Cola’s products and strengthened its brand recognition globally. By highlighting other products, such as limited-edition flavors or smaller packs, Coca-Cola effectively used its new packaging to encourage cross-selling and upselling.
3. McDonald’s Simplified Packaging McDonald’s rebrand in recent years focused on minimalist, eco-friendly packaging with bold, modern graphics. This change aligned with the brand’s sustainability goals while enhancing its visual appeal. The streamlined design made the packaging more Instagram-worthy, leading to increased online engagement and brand loyalty. Inserts and printed messaging often introduce new menu items or limited-time offers, tying packaging directly to cross-selling and upselling strategies.
4. Old Spice’s Masculine Rebrand Old Spice revamped its packaging to appeal to a younger, more modern audience. By introducing bold, quirky visuals and humor-infused messaging, the brand successfully transformed its image from outdated to trendy. The rebrand was a key factor in boosting sales and attracting a new demographic of loyal customers. Old Spice leveraged its new packaging to promote product bundles and complementary grooming items, turning its packaging into a critical sales tool.
Tropicana’s redesign failed as shoppers couldn’t recognize it on the shelves.
Packaging as a Cross-Selling Catalyst
Packaging isn’t just a container; it’s a conversation with your customer. By making your packaging both functional and promotional, you can turn an ordinary transaction into a memorable experience. Whether you use inserts, QR codes, or samples, there are endless ways to transform your packaging into a powerful cross-selling and upselling tool.
A well-designed package does more than deliver a product—it delivers an opportunity. By integrating cross-selling and upselling tactics into your packaging strategy, you not only enhance the customer experience but also create new revenue streams for your business.
