In the fast-paced e-commerce market, it’s increasingly difficult to differentiate your brand from competitors.
Without the tangible experience of shopping in-store, customers can only interact with select aspects of your website and products. To ensure your customers see the value in your products and want to keep investing time and time again, you need to think carefully about your product packaging and the effects it has on the earth.
In this article, we will outline customer expectations in e-commerce packaging and sustainability and what this means for brand perception and customer retention.
How does e-commerce work?
From the customer's perspective, e-commerce is broken down into two distinct moments – viewing the product online and unboxing the product when it arrives. Based on these moments, the customer will form a perception of the brand and decide whether to purchase again.
1. The customer browses products online
In e-commerce, the customer’s first impression of a product or brand is made through the computer screen. Their expectations are built from a simple digital image viewed on a computer or phone screen, and then you are responsible for meeting those demands.
2. The customer receives the order
The first physical interaction is when the customer receives their order and unboxes the product. As you can imagine, the unboxing experience and your packaging play a critical role in the lasting impression customers have of your brand. Customers expect the brand to use packaging that ensures their order arrives safely and securely. Investing in quality materials and thoughtful design not only ensures product integrity and security but also positively influences the customer's perception of the brand.
3. The customer returns
Based on a customer’s perception of your brand during the first two stages, they will decide whether or not to buy from you again. This means the investment in your website and packaging will have a direct impact on customer retention.
The purpose of e-commerce packaging
Effective e-commerce packaging will help your business stand out from the crowd.
Protection
The primary purpose of e-commerce packaging is to protect the products inside. This also reduces the risk of refunds and exchanges. We recommend using a combination of protective packaging, cartons, bags, tape, and labels to keep your products in tip-top condition.
Marketing
E-commerce-ready packaging can create a meaningful and memorable experience for customers. The right packaging creates a sense of excitement and builds an authentic connection with your customers.
The way you package your products has a profound impact on how customers see your brand. By investing in well-designed and high-quality packaging, you can make a positive first impression, enhance the overall value of your products, and distinguish your products from competitors.
To achieve this, we recommend incorporating customised labels, branded tape, and other personalised details to capture your customers' attention.
How to choose the right packaging
Before we explore the types of packaging available, let’s discuss the key qualities you should look for.
Sustainability
Globally, consumers are demanding more sustainable products and packaging. In a 2020 study, McKinsey found that over 60% of US respondents would pay more for a sustainably packaged product. Here in New Zealand, we’ve seen a significant shift towards sustainable packaging. For example, our Purewrap pallet wrap sales increased by over 100% in 2022.
With this in mind, we recommend assessing how environmentally friendly your packaging currently is and adjusting it accordingly. When customers see your brand is taking proactive steps towards sustainability, they will be more inclined to support your brand again.
What is sustainability?
Sustainability is about introducing practices that can be sustained in the future. To be considered sustainable, the practices must be beneficial to the 3 pillars of sustainability – environmental, social, and economic.
Frustration-free packaging
Frustration-free packaging is designed to make the delivery process less stressful for both the customer and the vendor. Usually, frustration-free packaging involves a minimalistic approach with simple, effective designs that make it easy to open and recycle. It also reduces shipping costs and environmental impact. For example, if you are overdoing your packaging, it can be seen by the customer as excessive and unnecessary waste. This can result in turning customers away from your brand due to their environmental concerns.
E-commerce packaging materials
Cartons and boxes
The right stock cartons will ensure your products arrive to the customer in good condition. There is a wide range of sizes and shapes available, suitable for any e-commerce product. If you want to streamline your warehousing operations, consider opting for our fishtail boxes with a simple self-locking action.
Mailers
Courier bags and mailers are a lightweight option for smaller orders. They are typically made of paper or plastic, with a layer of padding material to protect the item being shipped. Mailers are cost-effective, easy to store, and often come with built-in protection. We recommend the following sustainable courier bags:
- Padded kraft mailers
- Paper courier bags
- Eco-compostable courier bags
- Compostable courier bags
- Cushioned paper courier bags
Corrugated cardboard
Corrugated cardboard provides excellent product protection during dispatch and transit. At Primepac, we can make suggestions about the right thickness based on the weight of your products and the dimensions of your box.
Protective packaging
In e-commerce, you can’t risk product damage during warehousing, storage, or transport. That’s why you need protective packaging solutions to keep orders safe. We recommend investing in the following:
Packaging tape
Quality packing tape keeps your orders contained and secure but it can also be customised to enhance the customer experience. When choosing the right tape, look for a strong adhesive, tear resistance, and the ability to add custom printing. We suggest starting with the following sustainable packaging tapes:
Paper packaging tape
Paper packaging tape is a great frustration-free packaging option. The kraft paper that makes up the tape is strong but easily tearable which simplifies the opening process for customers when receiving their package.
Custom printed tape
Custom printed tape can be used as effective advertising that can help you promote your brand or you can print custom messages on your packages such as handling messages. We also now offer paper custom tape as a sustainable alternative.
Packaging samples
When developing your product packaging, we recommend creating a prototype to confirm the structure and printing. This will reduce the risk of having hundreds of boxes with the wrong dimensions or printing errors.
You can either get a non-printed sample to ensure the product fits or get a physical prototype of your custom packaging. This provides the closest experience to your actual packaging in terms of the look, feel, and experience your customers would get.
Sustainable packaging NZ
Are you ready to optimise your packing supplies and make the shift towards sustainability? The Primepac team is here to help. We supply a wide range of sustainable packaging materials for warehouses and e-commerce.
Contact us today or download our catalogue to browse our full range of sustainable packaging supplies for your warehouse.
