Packaging: Top 5 e-commerce and retail priorities

All companies are aware that understanding their customers’ needs is essential to build customer loyalty and offer a good shopping experience. On the occasion of the Deliver Show, our colleagues from RAJA in France interviewed 200 European e-commerce and retail companies about their priorities in terms of packaging. Discover the results of the survey here and take advantage of our advice to exceed your customers’ expectations!

► Priority 1: Facilitate the opening of the packaging

There is nothing more frustrating for a customer than a package that is difficult to open. Opening is considered one of the most important moments in receiving a package, as it is the first contact with your product. Inadequate or too much adhesive could lead to frustration for your customer at a critical moment.Our tip: Opt for boxes with serrated strips that allow easy opening. This is the solution adopted by many e-commerce and retailers who have one thing in common: a focus on customer experience

► Priority 2: Facilitating waste management

remember the last time you opened a package full of filler particles in your living room? In addition to the time it takes to clean up all the mess from a single package, consumers are becoming more and more environmentally conscious, and appreciate that companies use environmentally friendly packaging and only as much of it as necessary. Avoid over-packagingour tip: Carefully consider how to secure your products in a box, and make sure that the packaging is environmentally friendly and does not make a mess

• The paper fillinghas the advantage that it can be thrown directly into the paper recycling bin, as well as the cardboard box.

• The filling with bubblesis usually less bulky than paper filler. Its use depends on the fragility of the product and the desire to optimise the weight of the package. On the other hand, although plastic can be recycled it is still more polluting than paper.
• depending on the nature of your products (size, fragility…), try integrated packaging with built-in plastic film or foam protection.

Saving tip: What if you opt for other packaging? If the size of your product allows it, you can use padded envelopes. You will reduce the volume and weight in transport and it will also take up less space in your customers’ waste

► Priority n°3: Offer more eco-responsible packaging

packaging is perceived by a large part of consumers as a source of pollution. Opt for eco-responsible packaging alternatives and, above all, communicate to your customers that your company uses eco-responsible packaging through all channels (website, social networks, brochures…) so that they will be informed of your good practices.Some eco-friendly packaging options

• Eco-friendly adhesive tape: 30% less plastic.
• Paper tape: Based on kraft paper, so it is recyclable.
• In addition to paper filler, there are alternatives such as 50% recycled bubble wrap or eco-friendly air cushions.

► Priority #4: Make it easy to return packages

59% of millennials (18-35 year olds) do not recommend a company if the return policy is complicated, according to a 2018 ReBOUND survey. And in general, all internet users are particularly sensitive to the return policy offered by brands.Our advice: opt for “round-trip” boxes your customer will appreciate using the same packaging to make the return, and if their experience is positive, it will be an element of loyalty.

► Priority 5: Improve packaging design

in fact, it has been shown in the Shorr 2016 study that packaging personalisation is linked to customer loyalty. And this has led to an increase in personalised packaging across all sectors.Savings tip: You can personalise your box in different ways: Personalise the sticker (which is much cheaper), or use tissue paper together with a personalised label. But if you want to offer an additional plus in terms of design and brand image, you can choose to personalise the inside of the box to make it look more like a gift box, and you can also use the brand’s colours.Our tip: Let us advise you on the ideal personalisation for your brand and your budget. Call us on 902 20 30 06. You’ll be surprised what you can do!

Conclusion

These 5 priorities have a common goal: Improve your customer’s experience when they open their box.