How to Find a 3PL Who Can Retain Customers: Why Fit and Packing Styles Matter

In today’s hyper-competitive retail landscape, both online and offline, customer retention is just as crucial, if not more so, than customer acquisition. One key aspect that often gets overlooked in the retention puzzle is the role that your third party logistics (3PL) provider plays in your customers’ overall brand experience.

While most 3PLs offer standard fulfillment services, not all are created equal. Especially when it comes to their ability to create beautifully branded experiences that fit your SOP and customer’s expectations. So, how do you find a 3PL that fits your brand and can help you retain customers? At 3PeeL, we know that the answer lies in selecting a partner who not only understands your logistical requirements, but also adds value by offering custom packaging and kitting services that help you create memorable unboxing experiences and preserves your items' pristine packaging.

The Right 3PL Can Elevate the Customer Experience

When customers receive their orders, it’s not just about the product inside; it’s about the entire journey from Click to Door to Unboxing. This is where a 3PL that specializes in handling custom packaging and specific kitting setups can make a huge difference. The unboxing moment is often the first physical interaction a customer has with your brand, especially in ecommerce, so your reputation is riding on the line from the moment the shipping carton is received. A well-thought-out packaging experience can turn a one-time buyer into a loyal customer by impressing your brand’s attention to quality and detail from the start.

What was the last thing that you bought online? Was the box it came in plain? Branded? When you opened the box what did you see? Were the items inside damaged? Did unboxing make you smile? … Do you remember a time when it has in the past? I sure have.

Custom kitting can be particularly effective during high impact marketing events like influencer unboxings or gifting campaigns during the holidays. Imagine your customer receiving a beautifully packaged, carefully assembled kit for an influencer event, with each piece meticulously arranged and branded. That attention to detail speaks volumes about your brand and increases the chances that your customers will share their experience on social media, creating organic marketing buzz that can lead to more sales.

Custom Packaging and Kitting Drive Retention

First impressions are important, but consistent positive experiences are what keep customers coming back. Brands that invest in custom packaging and kitting services often see higher customer retention rates, simply because the experience feels more thoughtful and curated. It’s one thing to receive a product tossed into a generic box, and another to open a beautifully branded package with a hand-written note or other personal touches.

Your 3PL plays a critical role here. If they can handle custom packaging and kitting requests without compromising on delivery time or quality, you’ll be better positioned to retain those customers who value a personalized touch. A customer who feels valued and excited by their purchase is far more likely to return for repeat business.

Fit is Key: Not All 3PLs Offer the Same Flexibility

It is a common misconception that all 3PLs offer the same level of service. While many providers are pretty good at standard fulfillment (things like receiving, picking, packing, and shipping) it is unique to find a truly equipped 3PL who can handle complex requests like: custom kitting, high end packaging, influencer kits, or ambassador packages. Finding a 3PL that fits your brand’s specific needs is crucial for customer retention, particularly when your packaging is a big part of your marketing strategy.

For instance, some 3PLs specialize in B2B shipping or bulky items. Or some want to only handle quick D2C orders with as little handling as possible, to have a quick turnover. These warehouses likely lack the flexibility to cater to your custom packaging needs. If your brand relies on detailed packaging (think unique box designs, sensitive or fragile materials, or multi-part kitting), you’ll need to look for a provider that has experience handling these tasks. The right 3PL should feel more like a partner than just a service provider, collaborating with you to
ensure your packaging meets both your logistical and branding needs.

Conclusion: Partner with a 3PL That Cares

Ultimately, your 3PL provider is much more than a link in your logistics chain. At 3PeeL, we know that your 3PL plays one of the most significant roles in shaping your customers’ overall experience with your brand, as they are the last person to handle the item before your customer does. By choosing a 3PL that offers flexible solutions like storing and using your custom packaging from Arka and handling your complex kitting requests, you can create unboxing experiences that are post-worthy and keep your customers coming back for more.

The key is to find a provider that fits your specific needs and has the capability to scale these services while maintaining consistency and quality. The right 3PL will feel like an extension of your brand, helping you retain customers through every package delivered.

So, as you gear up for the holiday season, don’t just settle for any 3PL. Look for one that can help you create memorable experiences that drive customer loyalty and long-term success.

If you have any trouble finding a 3PL who can do just that, try using 3PeeL (3peel.com), the free 3PL Matchmaker for brands. They take the time to understand these types of detailed requirements and can connect you with several vetted 3PL partners who can become the next long term extension of your brand.