As the pandemic continues, we remain in an era of social distancing. Today, customers want to get the products they pay for as quickly as possible with minimal contact. With many consumers fearing the spread of germs from shopping in brick-and-mortar outlets, it’s no surprise e-commerce is doing so well. Businesses of all sizes are investing more time and investment into e-commerce and shipping. Regardless of the pandemic, many find e-commerce to be quite beneficial, as it allows businesses to expand their customer base at a relatively low cost.
Despite the perks, e-commerce still has its challenges. With its interconnected manufacturing, shipping and logistics operations, businesses need to think more about how they create, use and design their secondary packaging.
Secondary packaging plays a crucial role in customer relations
Secondary packaging can act as a product safeguard, protecting goods from the moment they leave the warehouse to the moment they land in the customer’s hands.
Consumers are quick to judge a brand based on its packaging. If the product they purchased comes damaged, battered or dysfunctional, many will jump on social media and comment negatively about your business for not ensuring a safe product delivery. That’s why investing in robust and reliable secondary packaging is crucial. In a recent report, more than half of Americans
said receiving a damaged package would affect their relationship with a retailer.
No business sells the exact same product. Each comes with its own unique specifications that make it fully functional. Your product offerings can determine a lot when it comes to secondary packaging, so it’s important to keep these considerations in mind:
- Make your package fit the product: In the world of e-commerce, there’s no such thing as “one-size-fits-all.” Products come in all different shapes and sizes, so it’s important to balance efficiency and practicality in your packaging. You want to ensure your products are easy to take out of the box, but secure enough to protect against damage during shipping.
- Create packaging for “multi-purpose” use: Secondary packaging means a lot more to consumers than you may realize. Many don’t just throw the box away immediately after purchase. Suppose a customer decides to return your product for repairs or a refund, they will likely use that same package to send it back. Because of this, you may want to consider investing in versatile packaging features like resealable or “two way” cardboard boxes. Tear strips and self-seal release liners are also great add-ons to ensure versatility.
- Ensure packaging is climate-controlled: Some products, like produce, must remain at a certain temperature. This can pose a challenge, especially if your business sends climate-controlled items across the country. If that’s the case, you will want to keep your box well insulated to maintain the appropriate temperature throughout the shipping journey. Dry ice can also help with insulation if the products are tightly secured.
- Use eco-friendly packaging materials: Many younger customers, like millennials and Generation Z, value environmental sustainability. To keep lasting relationships with these customers, pay close attention to the materials you use in your packaging. Are they biodegradable? Are they recyclable? Does your output lead to excess landfill or pollution? While reaching these goals will take time, it’s important to show that you’re aware of environmental issues and taking steps to become more eco-friendly.
- Unboxing video popularity: As the pandemic continues, unboxing videos continue to gain popularity. During these videos, you see the product being taken out of a box and used for the first time by a real person. You get an untainted view of the product to see whether it looks as it was advertised. An unboxing video shows the product, but it also tells a lot about the quality of packaging and the delivery process.
Remaining valuable from start to finish
E-commerce is changing the way we do business. Your customers expect a lot out of your product delivery. Because of this, secondary packaging plays a big role in your business’s success and profitability. That’s why investing in reliable, robust and sustainable secondary packaging is so crucial for continuity. Douglas can provide you technology and solutions that help achieve these goals to better help you satisfy your customers.
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