How Kaubamaja brings a smile to their customers’ faces with Wool Envelopes

Kaubamaja is the biggest department store in Estonia and a true market leader when it comes to innovation and social responsibility in retail. They’re always looking to make their operations more sustainable – both economically and environmentally.

In recent years, Kaubamaja has doubled down on both retail and ecommerce packaging. As packaging is one of the main causes of plastic waste, making packaging as sustainable as possible has been one of Kaubamaja’s key priorities.

Being the trailblazers they are, Kaubamaja was one of the first major online retailers to switch from plastic bubble mailers to Wool Envelopes.

We caught up with Enel Kolk, Marketing Director of Kaubamaja, to see how Woola’s packaging has been received by their customers.

Looking for a “three-in-one” solution

“We were looking for a partner who would offer a three-in-one solution – packaging that has a smaller environmental impact, is protective and is convenient for both our team and clients. We found the solution in Woola,” says Enel.

So today, Kaubamaja uses Wool Envelopes to ship out ecommerce orders that need extra protection, such as cosmetics.

“We never compromise on quality or customer experience,” Enel adds. And this is where Woola’s packaging ended up over-delivering, and winning the hearts of Kaubamaja’s team.

An outpouring of positive feedback

Shortly after starting to ship out products packed in Wool Envelopes, there was a wave of social media posts expressing excitement over the sustainable change Kaubamaja made.

This even included comments like “The contents of the packaging are nice, but the packaging itself is even nicer.”

All of this was music to Enel’s ears.

“Woola’s packaging has been very well received by our customers. We’re happy to see that the packaging itself can surprise customers and bring a smile to their face, ” Enel said.

Even more, Kaubamaja’s customers started sharing creative ideas for reusing Wool Envelopes as alternatives for disposing the packaging.

“We’ve also noticed customers sharing ideas of how to reuse the packaging on social media, such as using it as a teapot warmer or an iPad pouch,” Enel added.

Customers creating social media posts about your unboxing experience? Every ecommerce marketer’s dream.

Setting up a returns system

Kaubamaja was also the first partner to set up a returns system pilot in collaboration with Woola.

So, since May 2021, the Kaubamaja department stores in Tartu and Tallinn have a Woola Returns Box in their Home section.

Read more about the pilot in the Woola’s circular future: The pilot project article.

Does your packaging bring a smile to customers’ faces?

Postal packaging is no longer just a practical means to an end. It’s a vehicle for telling your brand’s story and showcasing your values.

And when your customers see their values align with yours, it’s smiles all around. Try Woola’s packaging today or read more about Woola’s postal packaging solutions for cosmetics.