Too much packaging in your parcels can damage your image | RAJA

For e-commerce, the customer experience is no longer limited to the online experience but also includes the delivery and discovery of the product. The phenomenon ofunboxing – the sharing of photos and videos of the opening of a package seen by millions of consumers – has prompted merchants to review their packaging strategy. 3 key points to avoid being “massacred” on the Internet.So how can you improve your packaging policy in just a few points without immediately reading our complete guide on the subject? In this article, we will look at the following points (click directly on the part that interests you the most)

1. Unpacking
2. Putting it in the bin and sorting it
3. Your objective: “Play it like Sézane

1.

Unpacking

Customer experience and unboxing : what are we talking about?This is the moment when your customer opens the parcel and discovers the product. When you don’t master your packaging policy, you can end up on social networks and be branded #excessivepackaging, for example

E-tailers are regularly singled out on the Internet for their poor packaging management.

some Anglo-Saxon examples below:

if you are Amazon, the consumer may still come back to you. But for sites with a smaller audience, this is the kind of negative publicity that can turn the customer away… and his connections on social networks.

The size of your packaging

Too much cushioning and oversized packaging will generate a very bad impression with the customer.

1. Use our search engine to find the most suitable packaging format for your product.
2. If you have many product references and formats, try to find intermediate packaging sizes so as not to multiply the number of packaging references.

the choice of cushioning

Did you know that cushioning particles irritate 18% of customers who open their package [Package Insight study; 2016]? The choice of cushioning will therefore play on the overall impression when opening.

Customer experience and #packaging: the level of frustration of your customer with the cushioning used#unboxing #ecommerce pic.twitter.com/i0SWGwR3XE

– RAJA Emballages (@RAJA_Emballages) June 21, 2018

• Consider the theoretical level of frustration (see diagram above) and conduct a qualitative survey of a sample of customers. Perhaps a different type of cushioning is needed?
• Some customers use air cushions for both weight savings and the impression of transparency as opposed to paper cushioning.
• Other e-tailers use packaging with built-in cushioning to eliminate excess cushioning, which is particularly effective if you have a large number of single-product or recurring orders.

beware: a bad choice of cushioning can also lead to more breakage, and if the goods are broken ? 73% of customers say they will not recommend you to others [Package Insight for Prégis; 2016]. It is indeed a demonstration that you have not taken care of your customers. It is all a question of dosage.

To validate a new packaging or cushioning, never forget to send test parcels via different carriers

. 2. Putting in the bin and sorting

Plastic packaging and cushioning could soon be the target of consumers. The media success of the last No Plastic Day, as well as the latest studies, show that there is a growing awareness. Consumers are more demanding in terms of ecology

According to OpinionWay (June 2017), 90% think it is possible for a company to be both economically and ecologically successful, and 65% are willing to pay more for products with a positive environmental impact.

1. Audit your current packaging and check out the list of eco-friendly alternatives on the RAJA website. Alternative to plastic, recycled plastic and biodegradable alternative… there is a wide choice. Don’t hesitate to contact our teams if you want to save time.
2. Reduce the weight and volume of your packaging to reduce your environmental impact.
3. Communicate intelligently on all your initiatives on your communication channels (online; and offline for retailers).

3. “Play it like Sézane”

Some brands have totally mastered the unboxing phenomenon and create a profitable enthusiasm for the brand. The leading brand in this field is Sézane. Its customers take great care to share beautiful photos of their magnificent packages on social networks, helping to spread the brand’s influence and generate new customers. Free marketing that can be measured by the company.

there are

don’t hesitate to ask your customers about their tastes and what your brand evokes in order to define your universe and then define how this will be expressed in your packages