Recently, I ordered a luxe present online from an unnamed premium department store, only for it to arrive loosely and thrown into a box: no compliment slip, no tissue paper, no gift box. This experience is miles from the one I would have had in store—where I would have trotted out with a pristine bag and well-wrapped item.

This oversight happens a lot. It is especially apparent when buying through third parties, like Google Ads, and clicking straight to check-out. You buy something, and when it arrives, it’s packed in plastic, within plastic, in a minimally branded box. How likely is it that you even recall which store it’s from? What a missed opportunity to boost recall and put a brand front-of-mind.

With many brands’ focus on making online shopping seamless and hitch-free, they neglect the in-home experience and the opportunity to connect. They forget to close the loop and consider the physicality of a product beyond shipment.