How important is packaging for an ecommerce?

We can guess from the word itself that packaging is the packaging of the goods, even if it is not perceptible everything that concerns the "behind the scenes" of this definition. Behind the packaging strategy for e-commerce lies the great risk of online commerce: the difficulty of the public in fully accepting a reality of 100% online commerce. Around this always revolves the fear of not receiving the product entirely the same as the one ordered, or a good damaged by a badly made wrapping.

Online shopping: psychological strategies in the study of the right packaging

In order to better understand the importance of packaging, let's try to identify ourselves with the psychology of the customer who buys at an online store: once he has finished the purchase, having already paid, he perceives the goods as already owned by him even though he does not have it. still received. If he has the feeling of inadequate packaging, he will immediately be wary and suspicious of what he has received, starting to examine the package in an attempt to find a defect that justifies its return. On the contrary, if the package received gives the feeling of having been carefully packaged, he will be satisfied even before opening it.

psychological strategies in the study of the right packaging

Also use adhesive tape that runs along the entire perimeter of the package to reinforce it and avoid counterproductive tears along the way. Receiving a package causes a sensation comparable to that of receiving a gift : probably evoking memories of when we were children gives a sense of happiness. Having said that, it could be concluded that opening packages with a lot of packaging (without exaggerating) is not wrong, unlikely it can create positive feelings for the customer by directing everything to the advantage of the online store.

Receiving a parcel causes a sensation comparable to that of receiving a gift.

Also use adhesive tape that runs along the entire perimeter of the package to reinforce it and avoid counterproductive tears along the way. Receiving a package causes a sensation comparable to that of receiving a gift : probably evoking memories of when we were children gives a sense of happiness. Having said that, it could be concluded that opening packages with a lot of packaging (without exaggerating) is not wrong, unlikely it can create positive feelings for the customer by directing everything to the advantage of the online store.

The important phases of a packaging after the online sale of the goods.

The packaging usually consists of three components.

  • Box
  • Padding material (foil with bubbles, polystyrene in small dots)
  • Additional protective packaging
  • Scotch tape

The box must have a size such as to contain the material that must travel. It must be slightly larger in order to contain, in addition to the product, the material chosen for the padding. It does not have to be much larger, as the padding must serve to hold the product in place during travel. In the event that the online store sells a quantity of products of different sizes, it will be its task to organize and divide the goods according to the size and category and combine the right box and the chosen padding. This will make it easier for you to save money and returns.

The padding material is what allows you to cushion the blows during the trip. Companies usually prefer to use 100% biodegradable materials such as organic plastic or polystyrene, cardboard, various layers of paper etc. For the travel of very delicate goods such as electronic material, the padding chosen is polystyrene in layers able to remain compact and give solidity to the casing. If products dedicated to well-being are sold, the company tends not to use plastic to make the customer sensitive to their willingness to collaborate with waste disposal and therefore to have a positive image of the shop they are dealing with. The adhesive tape has the task of closing the box and at the same time making the casing more compact and impact resistant.

In the case of organic products it is necessary to avoid plastic to strengthen one's attention to the environment.

In the world of online sales, some major brands such as Amazon or Apple have designed programs within their budget designed to generate less waste and at the same time have designed packaging that conforms to the lines for fast waste disposal by eliminating bindings, laces and closures with wires. These programs are positive not only for the company's business but also for the satisfied customer of not having to go crazy to open a package!

An Amazon Prime package delivered to a residential home for christmas

By eliminating any type of superfluous packaging, the product is delivered to the customer in complete safety and with the certainty of collaborating to eliminate tons of waste to be disposed of. Starting from the concept that damaged goods arouse frustration in customers and additional costs, these companies have organized to subject the wrappers to a series of tests aimed at improving the packaging process of the goods. Using special machines that simulate the journey of a commodity, the packaging is subjected to shocks, falls and vibrations of all kinds. The packaging products that pass the test are certified as suitable for the final packaging. By collaborating with global commodity sectors and relying on specific product performance data, these companies collaborate throughout the year to discover the most important innovations in packaging. An important and necessary contribution is the reviews that customers write to companies about receiving packages.

Positive feedback encourages the company to continue to focus its attention on packaging studies carried out in a certain direction, or it can be an opportunity for a more in-depth study of other solutions.

These programs are also positive for the satisfied customer of not having to go crazy to open a package!

The packaging and its personalization

As we have already mentioned the "right box" is a fundamental part in the sale of products online. If we start from the concept that "even the eye wants its part" we can perceive that the personalization of the packaging is a further way to give a positive image and consequently an extra value to the online platform. The cost of packaging must be counted in the budget of a company based on its turnover and its business, whether Italian or foreign.

For example , the company logo and the web address must be printed in full view directly on the box : even if this is the most expensive way to customize a packaging, the company will be rewarded in prestige and diffusion of the brand. The logo can also be printed on the tape: in this case the costs will be lower, or by opting for a cheaper choice, the company can imprint its own brand on stickers chosen in advance; obviously this involves an extra job for those who deal with packaging, having to take care of the right and precise placement of these options. In all cases the choice must be directed to the attention to detail which the customer must perceive the attention.

The company logo and web address must be printed in full view directly on the box

Prerogatives for customer loyalty

During the study of the various factors mentioned above, the online sales platform will have to take care of examining an order and payment system that is easy to implement by the customer. It must be assumed that the preference of many people on online purchases over those made in physical stores must not lead to the acceptance of payments through complicated applications and imprecise deliveries.

Listening to TV or reading the newspapers, you can easily realize how much the environmental impact today affects any activity you want to undertake. To ensure the loyalty of consumers, each company has the duty to ensure a mission within the company that can concretize sustainability for the environment , as well as the sale of its products. But taking a company position in this sense implies various types of actions that include factors concerning its production, its services and the various partners that are part of the project. As we have already said, the field of online sales and e-commerce has recently been growing visibly for this reason it is necessary to put a point of regard on the part of these companies to the future world and the surrounding environment.

In this context it is necessary to start a collaboration between the shop and everything related to eco-sustainability even if the points in common appear distant. For all this it is of vital importance for e-commerce to have clear objectives to be achieved:

  • Have clear ideas about the partners to be involved in the project, making them sensitive to environmental protection
  • Create good conditions for the proper dissemination of practices to operate in this sense and finally aim at the creation of packaging aimed at minimizing the impact with the surrounding environment.

Consequently, it will be necessary for the online store to choose brands that aim not only to sell but also to support policies in favor of the ecosystem. To make all this concrete, there are various tricks that the online platform can observe, trying to keep the buyer's interest alive and sensitize him to this effect. Let's see what they are:

  • Sustainable packaging involves a choice of privilege towards unique materials for both the first and second packaging, eliminating non-recyclable materials from the package and using recycled components, or considering the opportunity for reusable packages in the future.
  • Minimize the weight and dimensions of the wrapping always bearing in mind the protection factor for the transport of goods. - Inform the consumer about the disposal of the wrapping by specifically communicating the rules that involve environmental protection in order to make him sensitive and involved in the operation.
  • Try to use adaptable packaging for returns . The choice of packaging must be made based on the possibility that the customer is not satisfied with the goods or wants, for example, to change the size of a dress: in which case he will not have to worry about buying any packaging himself but must have the possibility to use the one received in the shipment.
  • The same principle also applies to platforms offering logistics system products and solutions.

As can be seen from what I have described above , the packaging can transform the customers or potential customers of an online store into ambassadors of a brand. How? Personally, I have noticed how many people like it after a purchase, posting their photos or videos on social media while wearing or discarding the product received. Social networks are nowadays a fixed point for the dissemination of any news, so the same is true for the dissemination of the brands of certain products. Discarding a package with the goods received in premium mode for example, or with a particular discount as a reward for the trust accorded to a certain brand and to have become loyal customers, encourages the public to buy that particular brand again and not leave it for other competitors. . As well as sending particular packages assigned to loyal customers: in this case the opportunity for social sharing on the media can be created that will probably influence new customers on the purchase.

Timing is also important: logistics and availability aspects need to be studied. For example, at certain times of the year there may be spikes in sales to be faced and it is unthinkable not to be able to do it due to a lack of materials: the loss of customers would be a false step towards failure. A good advice in this sense can be to always have a supply of packs to use on any occasion and in emergencies.

It can also be interesting to use software and management programs to organize the warehouse: designing a sales flow means never running out of stock. In conclusion I would like to focus on the fact that an e-commerce does not have the visual impact on the customer, as happens in a physical store in which the customer literally puts his hands and eyes on the product to be purchased, the key moment of receiving the package can be defined such as the "nulla osta" from the customer both towards the brand and towards the product received. If the good impression is tangible, the customer will be able to transform from potential to acquired. By placing the company among his favorites, he will have the opportunity to give his consent and expand the store's customer network.

An ecommerce does not offer a visual impact on the customer, the time of receipt of the package is therefore important.

Author: Loris Modena

SENIOR DEVELOPER

For Ind Loris Modena , owner of Arte e Informatica , he began working in the IT sector in 1989 as a system engineer in charge of the maintenance and installation of IT systems. He started programming for the web in 1997 dealing with CGI programming in PERL and then moving on to programming in PHP and JavaScript. In this period he approaches the Open source world and the management of Linux servers.

Product added to wishlist