It’s the climax of the online shopping experience—the moment your customer has been waiting for. The anticipation has built up, the order has arrived and now it’s time to open the package. What steps have you taken to heighten the excitement of this experience? Are you maximizing the opportunity to build your brand? It all comes down to your order fulfillment process. Of course, you need to make sure the basics are covered just to stay in business—it must be the right item, delivered on time and in optimal condition. Beyond that, you can take a number of smaller steps to elevate the perception of your brand and make the strongest possible impression on your shoppers. Presentation matters, from simple tissue wrap all the way to embossed gold seals. How elaborate you get depends on you, your brand—and your fulfillment operation. If you handle fulfillment in-house, can you devote the resources to putting an added touch on your packaging? If you outsource, does your fulfillment partner have the capabilities? The way your orders are packaged can play a key role in enhancing the customer experience. Make sure you take advantage of the opportunity.