In eCommerce, most marketing efforts are focused on digital channels – ads, email, social media, and performance optimization. Yet one of the most powerful customer touchpoints often goes unnoticed: the moment when a package is delivered.
During the Balkan eCommerce Summit 2026, Lenka Varečková, Sales director at PAKET PLUS (part of BALIK PLUS GROUP), drew attention to this overlooked opportunity. Working with over 2,500 e-shops across multiple European markets, she explained how packaging can become more than just a logistics step – it can become a direct and measurable marketing channel.
In this interview, we explore why the physical package creates a unique moment of customer attention, how insert marketing works in practice, and what separates campaigns that drive real results from those that go unnoticed.
Lenka, during your session “Package as a Marketing Touchpoint: Driving Loyalty and Customer Acquisition through Insert Marketing (NOTINO & IKEA case studies)”, what were the main takeaways attendees gained from it?
My presentation explained why e-shops should not miss the opportunity to communicate with customers at the moment of maximum attention during package delivery to increase their loyalty, and on the other hand, how to use this channel as a unique form of acquisition.
Most eCommerce companies focus on digital channels. Why is the physical package such a powerful, and underused, marketing opportunity?
Especially in the digital era, a physical package creates a stronger emotional connection with the brand because customers can actually touch and experience it. It’s also a rare moment when they’re not scrolling or using ad blockers – you have their full attention during delivery, which makes it a very powerful and often underused marketing opportunity.
How does package insert marketing actually work in practice, and what kind of results can brands expect?
In practice, brands include targeted inserts directly in shipped packages, such as vouchers or product samples, allowing them to reach 100% of online shopping customers in a physical way. Shipping partners that include attractive inserts from the PAKET PLUS network can even reduce their packaging costs, as they receive a reward for each insert placed in their packages – creating a loyalty program with zero additional costs.
On the other side, brands inserting their own vouchers can clearly measure new customer acquisition through promo code usage, app downloads, or visits to a unique landing page.
You work with over 2,500 e-shops across multiple markets. What differentiates campaigns that perform well from those that don’t?
The most important factor is treating insert marketing as an additional channel within your overall marketing mix, not as a standalone activity. When it’s well integrated with other marketing campaigns, it performs significantly better.
Equally important is the graphic layout. It needs to capture the customer’s attention within the first three seconds. The message should clearly match the brand and the target audience, and the offer or discount must be attractive enough to motivate immediate action.
If a brand wants to turn their packaging into a real growth channel, what is the first step they should take?
The first step is to define clear goals for the packaging as a marketing channel – whether it’s increasing customer loyalty, driving repeat purchases, or acquiring new customers.
Once the goal is clear, the brand should design inserts and messaging that align with their overall marketing strategy, ensuring the offer is attractive, the design grabs attention instantly, and the experience feels consistent with the brand. Integration with digital tracking, like promo codes or landing pages, is key to measuring success from the start.
As eCommerce continues to evolve across technology, customer behavior, operations, and digital growth, conversations like these will once again be a key part of Balkan eCommerce Summit 2027, where industry leaders, brands, and innovators from across the region will come together to exchange ideas, practical insights, and real-world experience.
More information about the upcoming edition is available at balkanecommerce.com