Century Digital Marketing
The Importance of Packaging in eCommerce
Of all the aspects that revolve around online sales, there is one that is not usually paid as much attention: packaging. ECommerce packaging is a really interesting topic; it has to do with the product, but also with the communication strategy adopted, and even with logistics. But ... What is eCommerce packaging?
Packaging is a very widespread term in English with which, in reality, we are referring to the packaging of any product. So it is possible to think that, as most products are sold packaged in one way or another, there is no real difference between the packaging if it is bought in a retail store or if it is made in an online store ... but it is not exactly like that. Here we explain why is important to pay attention to packaging if you have an eCommerce business:
Logistical issues The first important issue is cost. When you have a proper policy in this regard, we are much more efficient in the use of space. And, in logistics, cubic meters are money that goes into storage and a higher cost per shipment, which is known as volumetric weight.
In addition to the volume of the packages, there is something else that makes a difference to buying in a physical store, in which almost all responsibility for the integrity of the packaging ends when the product leaves the warehouse. In eCommerce there is an added step in which we lose control over the treatment of the product. Transport companies establish that last link between our business and the customer. The implications of this is that many flaws can occur related to incorrect loading or handling of the package. The carrier may hit it or the product can collide with other products during transportation. For this reason, you can work with repackaging which, as its name suggests, is an additional packaging that is added to guarantee the integrity of the shipment.
Strategic issues Another reason repackaging is used is that it can be used to rebrand and enhance the brand effect when third-party items are sold.
A good example is the packaging of Amazon shipments. The brown cardboard boxes with your logo actually contain products sold by different merchants in your marketplace, items that already come in their respective boxes, shrinkable or blister packs, but that are included inside a second larger box.
This additional packaging, in addition to being practical, also gives continuity to the feeling of shopping in a single space: you have bought on Amazon and not in the different stores. In addition to this homogenization of the experience in certain cases, the packaging will be part of the customer's shopping experience of an eCommerce. Certain highly aspirational brands or, at least, some of the most sought after and loved by their customers begin by building their branding through packaging.
Users enjoy the experience of acquiring their new product so much that they take pleasure in unpacking it (and even turn it into video content on their social profiles: the famous unboxings).
The fact of buying online generates, let's not say anxiety, but expectations. We await our shipment with some unknowns because we have not had the opportunity to touch the product with our hands. That is why the first impression that the container makes is so important, that it has to:
Communicate solidity: Customers shop on the Internet extensively and may even have had some previous bad experiences.
Give a sense of security: a packaging should make us feel that what is inside is what we have asked for.
Convey quality: neglected packaging can be interpreted as little interest in the final product. It's worth spending a bit of effort to have a good design at this level as well.
Consistency with the product: it has to be the preview of what the customer will find when opening the box. And playing with these variables, the characteristics of the product and the values of the brand, to refine the experience.
There are so many examples we can go over but we believe that nowadays almost all of us have shopped online at least once and received a package with amazing packaging and also others that were not what we expected. Packaging has a lot to do with the brand and could increase brand loyalty if your business makes a good impression. Some small businesses like to include a thank you note for their customer which is a good way to generate a bond and keep them coming back to their online stores. If you would like to set up a consultation with our team to discuss strategies for your business let us know! We would be happy to help!