Packaging design in e-commerce
8min read
22/09/2024
Online trade is booming. Everything is delivered free to the door, with an almost unlimited choice. Turnover in online trade is still rising every year, and the growth has been unstoppable so far.
However different the products and the philosophy of the online retailers may be, they all have one thing in common: the products are packed and shipped in shipping packages! And a very special moment in the customer relationship: the package arrives. We focus attention on the importance of good packaging design….
For many, shipping packaging is just the means to an end. But the fact that packaging and packaging design are much more than that in online shopping quickly becomes clear when you imagine the following process:
Information phase
You search online for a particular product, make price comparisons and decide on an online shop that seems trustworthy and offers acceptable delivery costs and times. They put the product in the shopping cart and order. The process of making a decision often takes several days, different end devices are used and usually the opinion of several people is sought and the famous "night slept on it"
Purchase and anticipation: Soon....
The anticipation is rising! The shipping process is initiated and with the tracking code you can check the status of your order at any time. Soon the package will be here...
Anticipation...DA!
Finally the time has come! The doorbell rings and your parcel is delivered, you finally hold your parcel in your hands...
Frustration
... but the anticipation ends abruptly. The package has dents, one corner has been patched with brown tape... It looks like an arduous transport and not a nice delivery. An example of how shipping in online trade should not be done under any circumstances. Even if the goods were OK, this moment remains in the customer's memory. The purchased item, chosen with so much care and so eagerly awaited, is abruptly "disenchanted" and experiences a devaluation.
The joy of unpacking
E-commerce packaging is not only for safe transport, but must also make unpacking attractive and increase the anticipation even more. In fact, unwrapping an ordered package can be compared to unwrapping a gift. Packaging is marketing. Loveless packaging shows a lack of appreciation, the unpacking cannot be celebrated accordingly. It is far less fun to receive the product. Which package should preferably be delivered to you? Left or right?
Packaging is the figurehead in e-commerce. Since there is generally no personal contact as in a retail shop, the packaging in e-commerce is THE instrument for customer loyalty. If you don't take this into account, you simply don't use a lot of potential and fall behind your competitors. Cheap packaging therefore costs companies in online trade dearly!
Exploit the potential of packaging
However, those who have recognised the potential of packaging design can use it to improve sales success. In fact, the psychology of packaging is not unknown. Some companies are even so successful with it that the return rate is 0 percent. But what does it depend on?
The feel and look of a package: more important than ever before
The haptics and optics of a package have never been ascribed such an important role as they are today: every day we consume digital content, coupled with a multitude of advertising content that challenges our stimuli in a sensory flood. But in order to be able to process the many impressions, we only perceive selectively and sporadically and only the really interesting things remain in our heads. “Real” experiences that take place not in the virtual but in the “offline world” come to the fore, become more unique and anchor themselves longer in our memories. This includes, above all, haptic experiences such as unpacking a product or placing an online order. Basically, this may sound like a banal process at first, but if a shipping box or its filling material stands out through a special packaging design, for example through packaging printing or a particularly structured surface, this can contribute to a positive buying experience. An exciting crackle or clack when opening the package supports the haptic and (audio)-visual perception of the customer and can become an important impulse generator for his actual purchase decision.
Who hasn’t experienced it: you see an interesting surface, be it that of an object, a product or packaging, and you are triggered to touch it. You want to know how it feels. Is it soft and smooth, nubby, pleasant or even unpleasant?
The shipping package is the first physical touchpoint the customer has with their order or product
Packaging design as a sensory experience
A packaging design that is haptically optimised, in addition to the “different feeling of unpacking”, also increases the credibility of the company, makes the visual more tangible and increases the attention value of the unpacker, so that the unpacked product is seen as something special or even something valuable. Because the customer gets the feeling that more time and attention was invested in packing and sending his order. And time and attention are, as we all know, precious things. One thing should also not be forgotten: the unpacking of the online order is the first physical touchpoint that the customer has with his product.
Communicating the brand
Companies like Amazon and Zalando have long relied on personalised shipping boxes. The logo is recognisable from afar. Everyone who passes the open parcel car recognises the lettering from afar. This increases the reach and the parcel serves as an advertising medium. But more importantly, when the parcel arrives and the customer enjoys the anticipation of unpacking it, he associates the positive experience with the brand. Both cartons and tapes can be personalised and thus strengthen brand building.
So in addition to the haptic sensation, personalised shipping packaging, for example in the form of a carton, packing tape or bag, can also increase the customer’s visual attention and enhance the long-term product experience and customer satisfaction throughout the buying process. At the same time, the customer perceives the brand in a more targeted way.
Easy unpacking
The shipping box should be quick and easy to open. Such as the resealable shipping carton. Cartons with perforations are suitable. This allows the customer to enjoy the unpacking experience without interruption and the process is not disrupted by searching for scissors or a box cutter.
The customer decides and feels with all his senses. Customer-friendly and simple solutions are important to optimise the unpacking process. A pre-perforated tear strip that can be removed cleanly and without “lint” confirms the assumption of having bought a valuable and solid product.
Unpacking with all senses
Did you know that entire research groups are working on optimising sounds? For example, the way a car door sounds when it slams shut is crucial for the subjective perception of value and safety. Tinny, thin, cheap? Or rich, stable, solid? The same applies to biscuits: entire lists of ingredients are changed so that the customer hears exactly the “crispy, fresh” sound when he bites into the biscuit that he expects because of the price.
Surprising content
The content is the ordered product. If you think you can’t surprise the customer any more, you’re wrong. With a little extra, the customer can be shown even more appreciation. This can be an insert showing who supposedly packed the box, a thank-you card for the order, a tag or unusual filling material such as popcorn. Of course, the image of the company and the type of product must always be taken into account so that the packaging design fits the product. The customer notices the content and the extra and additionally promotes brand loyalty. It doesn’t always have to be super-original: tissue paper or paper wool not only gives the products a visual upgrade and conveys the feeling of being precious, but also provides efficient cushioning protection on top of that.
Sustainable packaging
Sustainability and environmentally friendly materials are increasingly in demand. Packaging without plastic is particularly popular. The majority of buyers are even willing to pay more for environmentally friendly packaging. In addition to plastic-free materials, packaging designers can also get creative and integrate the packaging into the product or give the packaging another use in order to extend the life cycle. There are already many exciting approaches to this.
Boosting e-commerce with packaging
Online trade is growing and growing, but many retailers neglect the staging of their goods with the appropriate packaging design. The moment when the customer holds the package in his hands for the first time and the joy of unpacking it are decisive: Will the goods be kept or returned? Will it remain an order or will the customer be convinced and develop a long-term business relationship? The packaging is crucial.
If you also need support with shipping packaging, we will be happy to advise you with individual solutions. Because: An investment in a special and innovative packaging design – starting with the shipping packaging and the cushioning material – is worthwhile in the long term and can also help to bind your customers to you and your products in the long term through positive unboxing experiences.
