PPB November 2021

Cur t S t ephens At Terre Haute, Indiana supplier BoxUp, a supplier of custom packaging with a focus on direct-to-consumer solutions for clients of all sizes, co-owners CEO Curt Stephens and CFO Ward Hubbard are bringing personalization, customization and a true gifting experience to recipients’ doorsteps; something that’s become ever-more important as the stay-at-home economy grows. by Danielle Renda ‘Unboxing’ The Gifting Experience I n the early days of promotional products and corporate gifting, much of the emphasis surrounding the first impression and ensuing experience of receiving a custom-branded product was focused on the product itself, and much less on its packaging. Now, product packaging has become precious branding real estate for businesses both large and small to share with customers and recipients more about the personality, mission and vision of the brand, and also more about their unique gift. When recipients anticipate receiving a gift, kit, subscription box or product package in the mail today, they also anticipate having a gift-like experience, says Curt Stephens, CEO of BoxUp, a Terre Haute, Indiana, supplier of custom packaging which operates a web-based design and ecommerce platform with a focus on direct-to-consumer packaging for clients of all sizes. The gift-like experience, which is crafted by the correct choice in product coupled with pristine presentation and on-brand packaging, further works to solidify brand recall and recipients’ relationship with the brand moving forward. “In an ecommerce world, a lot of the opportunity to establish a relationship with a customer is based on this first sort of encounter that the customer has 74 | NOVEMBER 2021 | THINK