We talk a lot on this blog about the importance of offering a memorable customer experience as an eCommerce brand. But this applies just as much to the world of brick and mortar retail!

Angie Chua of Bobo Design Studio is one small business owner who understands the importance of making a lasting impression on her customers. She tells us about Bobo’s mission to inspire wanderlust and discovery, and how custom packaging helps her to boost the customer experience both online and offline.

(In Angie’s own words):



“The things we own are a reflection of who we are, of where we’ve been, and where we dream of going. My goods are no exception to this.”

“I’m Angie, and I’m the founder, heart, and soul of Bobo Design Studio. I design and handcraft wanderlust-inspired lifestyle goods for the bohemian rebel, encouraging people to get out and explore the world around them and enrich their soul through adventure and travel. Every piece that I craft, from the illustrations I draw for my pins, stickers, and graphic apparel to my handcrafted leather accessories - even my Wanderlust Travel Passport - is designed to help you celebrate adventure both near and far!”

“The inspiration for my work is all around, but it’s not until we unplug, let our guard down, and take a step back to feel the world around us that true inspiration takes place. So much of what I create is a product of the places I’ve traveled to, and the memories that keep my soul warm. I'm drawn to earthy patterns and prints, and the rich colors found in nature. As someone who loves to travel, it’s essential that function is infused into all of the pieces that I create, making my lifestyle goods appropriate for every day (and not so everyday!) adventures.”



Creating an Engaging Brand Story



Brick and mortar retail can be a tough place to thrive in, especially when eCommerce often wins out due to convenience. In fact, 34% of consumers in a recent survey identified physical retail as the channel needing the most improvement.

In comparison to fast-growing retail channels like social media and mobile, brick and mortar is often perceived as lacking in innovation. It’s very easy to get caught up in the logistics of running a store, rather than thinking about your customer experience strategy.

As Angie demonstrates, having an engaging brand story is the first step to building a memorable in-store experience:

“I have a neon sign that you see when you walk into my store. It says “DO WHAT YOU LOVE.” Life is too short not to do what makes you happy; once I stopped letting society dictate what success and happiness were for me, it permitted me to live life on my terms. That meant leaving my high-salaried corporate job to run a creative business, and even moving out of our condo to live in a restored 1975 airstream full-time! This is something that I try to infuse into my brand's core.”

“I care very much about my customer, and the best way I can ensure that they connect with my brand is by being authentic. This means staying true to myself and true to my customer; it means that everything I make is designed to evoke feelings of wanderlust and adventure. I want to create an experience for my customer that makes them want to get out and explore the world!”

For more about improving the customer experience, check out our eCommerce and brick and mortar guides!

Custom Packaging as a Point of Difference


According to research by BRP consulting, 44% of consumers say that they are more likely to become repeat buyers after a ‘personalized’ shopping experience. So, now is a good time to think about how you could take things up a notch within your store!

Integrating custom packaging into your point of sale is a valuable piece of theatre. Why? Because it creates a much more personal connection to your brand. Putting care and attention into how you prepare goods for purchase shows that you go the extra mile to create a positive customer experience. This is the key to being a distinctive independent retailer when it can be challenging to source truly 'unique' products for your store.

As Angie explains, custom packaging creates that point of difference which makes you (and your products!) far more memorable:

“You only have one chance to make a killer first impression. To do this, I always pay extra attention to the details; it’s part of my storytelling, and the way I continue to connect with my customers beyond the products themselves.” “How I package and treat my goods is what separates me from others who sell similar products. It's more than just tissue to protect an item, it's about creating an entire branded experience from the beginning of the shopping experience to the end. Adding the details and finishing touches tell my customers that this item was something crafted and made with love.”

“I love creating a meaningful unboxing experience for my online shoppers, and carefully packaging products in neatly folded, branded tissue for my in-store shoppers. noissue allows me to elevate my brand in a way that’s not only beautiful and unexpected, but also cost-effective. I love that with noissue I'm able to deliver my products to my customers in a way that is fun, has my brand's personality, and comes at an affordable price that doesn't force me to compromise of my personal or brand values.”


But custom packaging is about more than enhancing the appearance of products. It’s also about adding a greater perception of value. The key to creating a high-value purchase? Making it feel that it has greater worth than the sum of its parts!

Angie’s custom tissue paper imparts value because it offers her customers enjoyment long after they have unwrapped their purchase:

“In a world where brands are competing on things like price, I wanted to ensure that Bobo Design Studio stands out from the pack through my storytelling. noissue allows me to do that without compromise. I know my customers love it because they comment on how they don’t want to throw the tissue away. I even had one customer come back to my store to ask me for a fresh piece of tissue that they could use as wallpaper for their cubicle!”

"The best noissue story is when someone messaged me that she bought one of my items as a gift and wrapped the gift in my tissue paper. After she gifted it, she took the tissue paper back because she loved it so much!"

Already have custom packaging? Why not consider a refresh? Changing your custom packaging design periodically shows that your brand is dynamic, and also gives your customers something extra to get excited about!

noissue’s low MOQs make it easy for businesses to change up their packaging design, whether it’s to help celebrate the season, or just because you fancy a change!

“One of the biggest reasons I refreshed my packaging was because I could! The low minimums give me the ability to try new designs without having to overcommit. I also think it adds to the excitement for my repeat customers. At Bobo Design Studio, I create wanderlust-inspired goods, so naturally, as an artist and a designer, my travels and adventures inspire a lot of my products. I love to create and play with bold prints that reflect the places I've been and the colors found in nature.”