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PIP Series: Part 4: A full turnkey solutioni

As Connections continues its series of articles covering some of the most asked questions regarding how to set up a money-making package insert program (PIP) we turn to a subject that is just as important as the selling of the advertising campaigns themselves and that is the back end operations that go into ensuring that the campaigns happen as planned.

One of the understandable concerns is always around the fulfillment of these package insert campaigns once booked.

Obtaining full buy-in from the personnel in distribution centers (DCs) and warehouses is a crucial component that a successful PIP campaign cannot function without. With years of experience in setting up PIP projects from scratch, here are a few of our top tips:

1) Overcommunicate - Including the DCs in the process from the start enables an open dialogue where processes can be mutually agreed on and the success of the PIP can feel like a commonly owned objective. Not just something the DC staff have had foisted on them.

2) Introduce a collated envelope when required - As the PIP starts to grow in popularity, there will come a point where the number of loose inserts becomes too much for the DC team to handle. When this happens, Connections gathers all the inserts and collates them into a branded envelope, so the DC staff only have one item to insert at a time, rather than multiple items.

3) Get ongoing feedback - Advertisers need to know that their campaigns are running as planned. For them to be reassured—and to measure the response accurately—they need to know how many ads have been distributed and when the campaign is scheduled to end. Regular check-ins with the DC staff ensure that this information is always up to date and can be communicated in a timely manner.

Connections are a one-stop shop for all prospective PIP partners. From sales to logistics. From reporting to accounts. 

PIP Series: Part 3: How do you ensure that only the right brands make it into your package

One of the most common objectives that we have heard from prospective retail partners over the years has been a concern about the quality of advertisers that may be placed into their packages.

Minds immediately turn to direct mail campaigns and door-to-door advertising.

Undoubtedly, the e-commerce companies do not want their brand devalued or to run the risk of annoying their customers by partnering with brands or campaigns that do not accurately reflect the customer experience they want.

At Connections, we have a two-step process to ensure that no advertising campaign will ever make it into one of our PIPs without repeated sign-off by the ecommerce company.

Step 1 - As soon as our sales team starts a conversation with a prospective advertiser, we ask for approval from the retailer to continue the dialogue. If we don't receive that approval, the conversation with the prospective advertiser ends there.

Step 2 - Then, once the green light has been given for us to continue our conversation, there is a non-negotiable stipulation that the campaign creative has to be seen and cleared by the retailer before the campaign can be confirmed.

This simple two-step process ensures the type of complementary, non-competitive partnership that is a win-win for all parties.

If you are a retailer that has been nervous about accepting third-party advertising into your packages, get in touch, and we would be happy to help you generate meaningful incremental income straight away.

Carters 2024 Impact Report

Carter’s (@Carter's, Inc.) just released their 2024 Raise the Future impact report—and it’s a powerful reminder of what real brand purpose looks like in action:
🔗 Read the full report

At Connections, we’ve had the privilege of partnering with Carter’s for over six years. We’ve seen firsthand their commitment to families, communities, and sustainability.

The 2024 highlights speak volumes:
👕 99% of apparel meets OEKO-TEX® STANDARD 100—safe and free from harmful chemicals
📦 60%+ of packaging now made from recycled content
❤️ Nearly $35 million invested in families and children since 2021

PIP Series: Part 2: How much might a package insert program be worth to us?

Package Insert Programs (PIPs) are an extremely effective way to generate incremental revenue for your e-commerce business.
Working with a specialist PIP expert, such as Connections (US, Canada), will instantly generate additional revenue through complimentary, non-competitive advertising partnerships with well-known, trusted brands like HelloFresh, Chewy, Harry's, and many more.
As marketing budgets contract and many ecommerce businesses are being asked to do more with less, the introduction of meaningful incremental revenue from the launch of a well-managed PIP is a desirable option for all ecommerce businesses.

The packages are being sent out regardless of whether they contain revenue-generating advertising collateral or not. So, for no additional cost, e-commerce companies can start using this additional revenue stream to plug the hole that may have resulted from reduced marketing budgets.

One of the questions we get most often here at Connections is: How much money could I expect to generate if my e-commerce company were to launch a PIP?
The answer to that is one that nobody ever wants to hear! And that is 'it depends'.

 
It depends on the sector your ecommerce company operates in, the volume of packages your business sends out on a monthly, quarterly, and annual basis, the level of advertiser appetite for your audience, and, of course, the CPMs (cost per thousand) that Connections is able to obtain from advertisers.

However, Connections is always trying to help potential PIP partners to understand the 'size of the prize' and to that end we have developed a revenue calculator.

Simply follow this link https://exactconnections.com/tools-retail-revenue-calculator and input the information as requested. The calculator will then generate a ballpark figure for what your program could be worth.

 
Once you have done that and you are ready to talk, please feel free to get in touch. https://exactconnections.com/join-connections

We look forward to hearing from you soon.

Connections and Logistics

The Insert world is constantly evolving—just like the logistics industry. That’s why strong partnerships between Connections and logistics providers are essential to ensure the Insert program runs efficiently and reliably. Companies like FitzMark play a key role in this process, offering a full range of freight services, from LTL(less than truckload) to FTL (full truck load), to help meet the unique needs of advertisers. With the logistics landscape changing rapidly, staying up to date can be challenging—but it’s also where the right partners make all the difference.

Having someone with a logistics background on our team gives advertisers and clients a distinct advantage. Through tools like Dash for load tracking and advanced bar code programs, Connections can now offer full visibility from online or in-store purchase all the way to the customer’s doorstep. Advertisers can track their inserts from the moment they leave a distribution center, through placement by a distribution employee, to final delivery. This level of transparency has transformed the insert experience, giving both advertisers and customers real-time insights and confidence in every delivery.

PIP Series: Part 1: What exactly is a package insert program?

For many years now we at Connections have been bringing retail partners and advertisers together through online and offline partnerships.

The work that we do with our retail partners has evolved and now incorporates digital partnerships such as dedicated emails sent by complementary advertisers to a retailer's opted in email database, partnerships on a retailer's own social media pages, in-store giveaways and many more.

But the foundation of all these programs are, as they always have been, package insert programs.

A Package Insert Program (PIP) is the longest-established and most consistent of all the available partnership channels.

These are the offers from the likes of Hello Fresh, Doordash, Chewy etc that you see as a consumer when you receive your online purchase. Many studies have shown that exposure to an offer at the point of unboxing can lead to a favorable association between the customer and the advertiser. This then often leads into a purchase. That is why PIPs are among the most responsive offline media channels around.

And, for the retailer, it is the dictionary definition of a win/win. Their customer is presented with relevant, complimentary offers which often appear like 'gifts' provided by the retailer themselves rather than just a standard advertising activation.

And of course, these campaigns provide the retailer with much-needed, incremental revenue, often running into the many millions of dollars. Over the next few weeks, Connections will be posting content on the questions we are asked most frequently by retailers considering launching their own PIP.

Let us know what you think!

👀 Eyes up: Out-of-home (OOH) advertising is catching more attention than ever

Eyes up: Out-of-home (OOH) advertising is catching more attention than ever—because it’s real, it’s visible, and it’s trusted.

A recent piece from Digital Signage Today confirms what we’ve long known: OOH formats are driving measurable engagement across industries. At Connections, we’re proud to bring that power indoors—where intent meets impact.

Carter’s in-store media puts your brand right in front of growing families, with high-frequency messaging during the moments that matter most—when parents are shopping for their littlest loved ones. These are loyal, returning shoppers who trust the store and notice what’s around them.

Saks OFF 5TH in-store opportunities reach style-savvy shoppers with high purchase intent. In this environment, luxury is accessible and aspirational—an ideal place to drive awareness and trial among an upscale, fashion-conscious audience.

Unlike digital banners, in-store retail media can’t be scrolled past. It can’t be skipped. It stands out—and it works.

Out-of-home isn’t just billboards anymore—it’s in-store media like retail bag inserts, placed exactly where purchase decisions are made. Let’s talk about how to make your brand part of that moment.

Full article: https://www.digitalsignagetoday.com/news/ooh-advertising-catching-consumer-attention-across-industries/

📚 One year in—and what a chapter it's been!

We’re proud to celebrate 12 months of success with ThriftBooks, one of the largest and most powerful players in the package insert space.

The Thriftbook audience is a marketer’s dream: loyal, value-driven, and highly engaged. This partnership has delivered real results for brands across key verticals—from meal kits and pet food to fashion, wine, and insurance.

Why does it work? Because purchase decisions happen at home—88% of them, in fact. Our branded inserts arrive right alongside a purchase moment, putting your offer directly in the hands of the decision-maker, no scrolling required.

At Connections, we help brands own the moment—delivering targeted, permissioned messages inside ecommerce deliveries, where attention is high and distractions are low.

Here’s to another year of growing brands and delivering results—with ThriftBooks and beyond.

82% of consumers trust print ads.

Let that sink in. In a digital world full of noise, print still commands attention, credibility, and action.

The latest stats from LocaliQ reinforce what we at Connections have known for years:
Print works—especially when it lands in-home, in-hand, and in context.

At Connections, we turn ecommerce packages into high-impact media.

Branded inserts
Samples and exclusive offers
Audience targeting rooted in real purchase behavior
Delivered at the exact moment purchase decisions are being made

It’s not just about nostalgia—it’s about neuroscience.
Print gets remembered. Print drives conversion.
And when combined with digital, it becomes even more powerful.

If your brand is focused only on screen-time, you're likely missing face time—with your next best shopper.

Let’s make print your best-performing media channel.

📦 Print isn’t just alive—it’s outperforming.

A recent SFGate article reminds us: print advertising still works—because it builds trust, boosts recall, and reaches people when they’re actually paying attention.

At Connections, we deliver that impact directly into the home. With branded inserts, samples, and offers placed inside ecommerce packages, we help brands show up at the exact moment decisions are made—when the box is opened.

Print engages the brain differently. It’s tangible. It’s remembered. It doesn’t get skipped or swiped.

Best part? It plays beautifully with digital. QR codes, post-purchase journeys, social extensions—it’s all connected.

For brands looking to break through the digital noise, print is no longer optional—it’s strategic.

Let’s talk about how your brand can own more of the in-home moment.

Here's the entire the article form SFGate: https://lnkd.in/gp_zSzkV