The striking "Sunrise" color suggests the East coast base of the store as well as a new day for Lord & Taylor as it reinvents itself for the 21st Century. Jane Elfers, President and Chief Executive Officer, said: "The new packaging program is an integral part of our on-going branding campaign and their extraordinary quality demonstrates Lord and Taylor's commitment to enhancing in-store services and amenities, as well as to upgrading merchandise assortments."
The packaging you choose reflects the personality and quality of your store. Your bags become WALKING BILLBOARDS when customers carry them from store to store as they shop. The really good ones are used over and over to carry shoes, lunches, etc. to work each day.
We've shopped at nice stores that put our product in generic grocery store bags. We've shopped at wonderful stores that sell boring, generic gift cards/gift certificates that have no connection to the store. What do YOUR bags and boxes and tissue paper look like? Do they clearly reflect the ambiance -- the brand identity -- you've chosen for your store? When a customer purchases a gift card/certificate, how is it packaged? Victoria's Secret, for example, nestles gift cards in pink and white striped tissue paper inside a pink box, tied up with a black ribbon. You can't wait to open it. Your gift card packaging should evoke that same "I can't wait to open it!" feeling.
There are hundreds of store supply companies that sell thousands of packaging choices. You can choose one that's in-stock, or select a quality blank bag and add custom stickers. Be creative! Like Lord & Taylor, maybe it's time to refresh your look, too.