Package as a Marketing Touchpoint Driving Loyalty and Customer Acquisition through Insert Marketing. (NOTINO & IKEA case studies)

At Balkan eCommerce Summit 2026, Lenka Varečková from PAKET PLUS presented packaging as one of the most underestimated marketing channels in eCommerce.

The main idea of the session was clear:

Every package is more than a delivery. It is a direct marketing touchpoint with 100% open rate, no ad blockers, and the customer’s full attention at the moment of excitement.

Packaging Is Part of the Customer Journey

Lenka emphasized that the customer journey does not end when someone clicks “Buy now.”

It includes every interaction with the brand:

website
advertising
customer support
delivery
packaging
post-purchase communication

For digital brands, the package is often the first physical moment when the customer can touch and experience the brand. This makes it a powerful emotional touchpoint.

Why Packaging Works as a Marketing Channel

When customers receive a package, they are highly focused and emotionally engaged.

They are not scrolling, skipping ads, or blocking messages. They are opening something they already wanted and paid for.

This creates a rare moment of attention where brands can communicate directly through:

vouchers
thank-you cards
flyers
samples
QR codes
app download invitations
personalized offers

Lenka highlighted that purchasing decisions are strongly emotional, and packaging is a perfect place to reinforce that emotion.

Two Main Uses of Insert Marketing

The presentation explained two main ways to use inserts inside packages.

The first is loyalty. Brands can use their own packages to communicate with existing customers, thank them, offer a voucher for the next purchase, promote an app, or encourage repeat buying.

The second is customer acquisition. Brands can place their inserts inside packages from other non-competing eCommerce partners and reach relevant online shoppers who already buy products online.

This turns delivery into a targeted media channel.

How PAKET PLUS Works

PAKET PLUS connects online stores into a network where packages can be used for insert marketing campaigns.

The company works with more than 2,500 online stores across 12 countries, including Bulgaria, Romania, Hungary, Czech Republic, Slovakia, and Poland, and can also manage campaigns in Western Europe through partners.

In 2025, the network distributed more than 50 million inserts.

Campaigns can be targeted by:

age
gender
product affinity
shopping category
market
partner e-shop profile

Formats may include:

A6 vouchers
deal vouchers
samples
flyers
removable cards
QR-code campaigns

Benefits for Brands and eCommerce Stores

For advertisers, insert marketing gives access to active online shoppers through a highly visible physical touchpoint.

For partner e-shops, it can add extra value to their packages and create an additional revenue stream, since they can earn money for distributing selected inserts that are not competitive with their own business.

Lenka positioned PAKET PLUS as a bridge between advertisers, eCommerce partners, and customers.

Measuring Campaign Performance

Insert campaigns can be measured through:

promo codes
QR codes
landing pages
voucher redemption
website visits
assisted conversions

Lenka shared that 42% of customers read advertising inserts and may visit the advertiser’s website afterward.

Even if the customer does not purchase immediately, the insert can support future remarketing and brand recognition.

NOTINO Case Study: Loyalty Through Packaging

One of the case studies focused on NOTINO.

The goal was to increase retention and promote a virtual mirror feature that allowed customers to try products digitally.

NOTINO inserted branded envelopes into packages. The envelope included:

a personalized 15% NOTINO voucher
a QR code leading to the virtual mirror
additional approved vouchers from non-competing brands

This created a stronger post-purchase experience and turned the package into a loyalty-building moment.

Acquisition Campaign Principles

For acquisition campaigns, Lenka emphasized several important best practices.

Brand recognition is essential. The logo and website should be immediately visible.

Emotion matters. The visual and message should match the customer’s mindset and category.

Timing must be planned earlier than online campaigns, because inserts require printing, warehouse delivery, and distribution. Campaigns usually need several weeks of lead time.

The benefit should be simple and attractive. Percentage discounts work well for higher-value products, while absolute discounts are often better for lower baskets. A strong range is often around 20–30%, but brands with lower margins can use free shipping, gifts, bundles, or other incentives.

The CTA should be very clear. Customers need to know exactly what to do next, especially if they must enter a promo code at checkout or download an app.

Sampling Works Best With a Next-Step Offer

Lenka also highlighted sampling as a powerful insert format.

However, samples should not be sent alone. When possible, they should be combined with a voucher or CTA that motivates the customer to purchase after trying the product.

This makes the sample more measurable and more likely to drive conversion.

Key Takeaways from the Session

The presentation delivered several practical lessons for eCommerce brands:

packaging is a powerful post-purchase marketing channel
customers are highly attentive when opening packages
inserts can support both loyalty and customer acquisition
emotional communication improves brand perception
promo codes and QR codes make offline inserts measurable
partner package networks allow brands to reach relevant online shoppers
samples work better when combined with a clear next step
delivery and packaging should be treated as part of the marketing strategy

The strongest message from the session was that the package should not be seen only as logistics.

It is a physical brand moment and a valuable marketing space that can drive loyalty, repeat purchases, and new customer acquisition.