PACKAGING: TOP 5 PRIORITIES FOR E-COMMERCE AND RETAILERS

In this article we will address what are the 5 priorities for e-commerce and retailers, in packaging. Above all, being able to retain and offer a good shopping experience, such as understanding your customers’ needs and fundamental. At Salón Deliver, our colleagues from RAJA in France interviewed 200 European e-commerce and retailers. Discover the results of the survey, what packaging priorities are, and take advantage of our advice to exceed your customers’ expectations!

Priority #1: Facilitate opening of packaging

For the customer, there is nothing more frustrating than a package that is difficult to open. Therefore, opening is considered one of the most important moments in the momentwhen a package is opened. Above all, it is the first contact with your product. An inadequate sticker, or too much of one, can create frustration for the customer.

Our tip: opt for boxes with a toothed strip so that they can be opened easily. This is the solution adopted by many e-commerce and retailers who have something in common: a focus on customer experience.

► Priority no. 2: Facilitate waste management in the packaging

Do you remember the last time you opened a package full of filler particles in your home? Apart from the time spent cleaning a simple package, the customer is increasingly concerned about the environment. Likewise, they value that companies use packaging that respects it and, mainly, only in the necessary quantity.

Our tip: Above all, carefully consider how to place your products in a box, taking into account that the packaging is ecological.

Paper filling has the advantage that it can be placed directly in the bin as well as in the proper recycling container.

Bubble filling is usually less bulky than paper filling. Moreover, its use depends on the fragility of the product and the desire to optimise the weight of the packaging. On the other hand, although plastic can be recycled, it is still more polluting than paper.
What if I don’t want to put filling? Depending on the size, fragility, etc, of your products try, for example, integrated packaging such as embedded plastic film or foam protection.

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

► Priority 3: Make more Eco-responsible packaging available

Packaging is perceived by many consumers as a source of contamination. Opt, for example, for Eco-Responsible packaging alternatives and, above all, show your customers that your brand uses Eco-Responsible packaging. This way they will be informed of your good practices.

Some options for eco-friendly packaging:

Eco-friendly adhesive tape: has 30% less plastic.
Paper tape: the base is made of kraftpaper, so it is recyclable.
In addition to paper filling, there are alternatives such as bubble wrap in which 50% of the material is recycled or eco-friendly air cushions.

► Priority 4: Facilitate return of packaging

59% of millennials (aged 18 to 35) would not recommend a business if the return policy is complicated, according to a ReBOUND survey in 2018. The same source also highlights that, in general, all internet users are particularly sensitive to the return policy offered by brands.

Our tip: Choose “round-trip” boxes. This way, 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

Therefore, it was shown in the Shorr study in 2016 that packaging personalisation is related to customer loyalty. This fact has caused personalised packaging to gain a high demand in all areas of business.

Our tip: You can, for example, personalise your box in several ways: by personalising the sticker (which is much cheaper), or by using tissue paper in conjunction with a personalised label.

However, if you want to offer an additional advantage, in terms of design and image to your brand, you can choose to personalise the inside of the box. In doing so, you also have the possibility to use your brand colours and make it look more like a gift box.