Topic of the week – The Importance of Packaging & How it Links to 3 Important Things to Consider in 2024
How you package your product is important for both physical retail stores as well as online retail. Your packaging is an extension of your brand’s identity and can sometimes be a deciding factor when the consumer comes to making a purchase. It keeps your product safe as well as displaying it in a way the consumer wants to see whilst also telling a story. When it comes to online deliveries how you package your product is even more important as this will be the only physical touchpoint the buyer may have with your brand as well as ensuring that the product is shipped safely. There is a lot more to how you package your product than people may realise and it all links to the three most important factors to look out for in 2024, loyalty, starting conversations, and personalisation. These are objectively the three most important things that your brand should be looking to achieve in 2024 and can be done through many ways, one being through putting some thought into your packaging.
Creating a memorable unboxing experience, especially when the consumer is receiving the product for the first time through an online delivery, is extremely important. One notable example is tech giant Apple’s unboxing experiences. Their products are always packaged in a way that make unboxing them feel like a pivotal moment, from slow releasing boxes that house their phones or laptops, to the origami-like unfolding experience that reveals their smartwatches. Apple know what they’re doing when it comes to packaging and it sticks with customers. The simplistic nature of their packaging also acts as an extension of their brand identity. Everything is almost clinical and precise with minimal logos and branding so that the focus is solely on the product, whilst feeling like everything has been engineered to perfection. Other brands may opt for more bold designs and want to stand out from the rest which is great if it portrays the brand’s values and core identity. Having an unboxing experience that gets people talking is especially important in this world of social media, where people’s reactions to your product’s unboxing experience can provide great publicity and free advertisement for your brand.
In a time where sustainability, especially when it comes to the recyclability and waste reduction of online delivery packaging, is so important, brands like Nike are now opting to integrate their product unboxing into the delivery packaging. Where you may have been used to seeing a shoe box within another brown box, Nike is now shipping some of its shoes in a non-descript looking shipping ox that acts as the delivery method, product housing and returns packaging if needed. This all in one, minimalist design is reflective of the brand’s drive to improve on sustainable practices within the shoe industry.
Some brands may offer personalised notes, add-ins like stickers or even bespoke packaging, that makes the whole experience feel tailored to the individual, generating more of a connection with your brand. This is a great way of creating brand loyalty and keeping those important customers coming back. Even incorporating promotional offers or tech like QR codes within packaging is a great way of generating more interaction with your brand and creating an experience that the consumer will want to have again, while also pushing your brand identity and messaging further.
In other news
Austrian Post have rolled out 145 electric delivery vehicles throughout Innsbruck providing emission-free delivery, also supplied by 126 charging stations implemented across the region. The company is also purchasing almost 100 electrically powered vans to make the delivery process easier as well as eTrolley’s that aid in letter mail and smaller parcels that are often delivered on foot. These eTrolley’s are provided with an electric drive that help delivery employees on foot especially in areas with steep inclines.
eCommerce Market Stats
See some statistics relating to this week’s topics in the eCommerce market below.
Packaging Stats
- 81% of consumers prefer eco-friendly packaging materials
- The market value of eCommerce packaging worldwide is forecast to reach $62.24bn USD by 2026
- 65% of UK respondents said they would be happy to use connected packaging (packaging including QR codes, barcodes or images that can be scanned and linked to browser apps)
- 61% of consumers get more excited about a parcel arriving if it includes branded packaging
- Customer loyalty has been reported to increase by up to 40% due to personalised packaging
- 81% of respondents reported that the packaging they received was easy to recycle
*Statistics sourced from MacfarlanePackaging, Statista
That’s all for this week…
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