Modern consumers love the convenience and ease offered by online shopping. However, sales of finely crafted items can suffer if the packaging is improper or insufficient. Unfortunately, the wrong outer layer on a carefully selected online product leads your customer’s to the well-packaged options offered by your competition.
Shopping online is no longer the last ditch effort for consumers.. This is clear due to the fact that the sales growth of e-commerce is continually outpacing the total retail sales figures at 16 percent to 5 percent, according to information from the Bureau of Labor Statistics.
But wait, there’s more.
● A survey on e-commerce packaging reports that more than half of all consumers were likely to make another purchase from an online store when the orders they received included premium packaging.
● According to Forrester Research, by 2018 e-commerce sales are going to reach $410 billion annually.
There is no question that online retailing is a huge source of revenue. However, e-commerce success takes much more than just a website, a picture, and a shipping box for mailing the item. While your “hardcore” discount web shoppers may be fine with utilitarian packaging that has the sole purpose of getting the item to the door, the majority of e-commerce buyers expect much more. The fact is, they deserve more, too.
1. Make an Impression with Your Packaging
Unlike a traditional brick-and-mortar retail store shopper, those shopping online are not able to physically see, shake, hold, or turn around the items they are looking at. They usually shop online to compare the different prices and find additional options; however, they still have to make a decision solely based on the pictures and information you provide. As a result, the presentation you use for the products is crucial.
While it may be tempting to leave packaging images off your website, it can impact whether or not someone buys from you, or from your competition. This is especially true if you’ve acquired an existing ecommerce store that has had issues with packing in the past. To make it easy to find for shoppers, consider using the following tactics:
● Thumbnails: If you have packaging that is easily viewed as a small thumbnail, it can help consumers identify your brand.
● Provide multiple viewpoints: Consider adding images of the product both in and out of the packaging.
● Provide a zoom feature for images: Make it easy for buyers to read the information printed on the packaging. This increases the confidence they have in the item.
2. Creating a Marketing Strategy from Brand Loyalty
Most consumers are brand loyal. If you present packaging in your brick and mortar store that is attractive, you need to ensure it is the same for your e-commerce shoppers.
Once someone makes a purchase from you, you have an opportunity to market the items further by choosing the right packaging. After all, think about the millions of shopping bags that are repurposed as wall decorations, book covers, and even tote bags. Or, the boxes storing clothing and other items in closets around the world. Take advantage of the opportunity to continue reaching your customers and reminding them of what you have to offer. The best way to do this includes:
● Using shipping boxes with the brand logo printed on it.
● Inner and outer packaging that features reusable features. For example, a cloth bag with your logo for shoes.
3. Minimize Damage with Package Protection
When it comes to delivery, no amount of online presentation can make up for damage. The best way to avoid this is by viewing the shipping materials as an important part of the entire sale. There are countless options to consider when preparing an item for shipping. It is essential to consider the most likely cause of damage. Doing this helps ensure you protect it and that it arrives at its destination safely and as presented online.
● Secure heavier items with custom-molded Styrofoam.
● Use packing peanuts to fill voids (avoid using with electronics due to static).
● Inflatable air bags can fill empty spaces, but deflate when used with sharp or heavy objects.
● Use bubble wrap for lighter items.
Getting the help of an experienced ecommerce professional is a must when trying to make these difficult decisions. It is also important to see packaging from the point of view of your customers, and make sure to offer quality and safety when packaging your purchased items.