Importance of Packaging for E-commerce Success

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How important is packaging for an e-commerce?

It can be inferred from the very word that packaging is the wrapping of goods, even if not everything concerning the "behind the scenes" of this definition is perceivable. Behind the packaging strategy for e-commerce lies the great risk of online commerce: the difficulty for the public to fully accept a reality of 100% online shopping. Around this always revolves the fear of not receiving the product exactly as ordered, or a good damaged by poorly made packaging.

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

In order to better understand the importance of packaging, let's try to empathize with the psychology of the customer shopping at an online store: once they have completed the purchase, having already paid, they perceive the goods as already belonging to them even though they have not yet received it. If they have the feeling of inadequate packaging, they will be immediately distrustful and suspicious of what they have received, starting to examine the package in an attempt to find a defect that justifies their return. On the contrary, if the received package gives the impression of having been carefully packaged, they will be satisfied even before opening it.

Also use adhesive tape that runs around the entire perimeter of the package to reinforce it and prevent counterproductive tears during transit. The receipt of a package evokes a feeling comparable to that of receiving a gift: it likely brings back memories of when we were children and gives a sense of happiness. That said, one could conclude that opening packages with a lot of packaging (without overdoing it) is not wrong; it can incredibly create positive feelings for the customer, ultimately benefiting the online store.

Receiving a package evokes a feeling comparable to that of receiving a gift.

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

The packaging usually consists of three components.

The box
Padding material (bubble wrap, polystyrene beads)
Additional protective packaging
Adhesive tape

The box must be sized to hold the material that needs to be shipped. It should be slightly larger to accommodate not only the product but also the chosen padding material. It should not be much larger, as the padding needs to keep the product secure during transit. In the case that the online store sells a quantity of products of different sizes, it will be their responsibility to organize and sort the goods according to size and category and match them with the appropriate box and chosen padding. This way, it will be easier to save money and reduce returns.

The padding material is what helps to cushion impacts during transport. Companies usually prefer to use 100% biodegradable materials such as bioplastic, polystyrene, cardboard, various layers of paper, etc. For the transport of very delicate goods, such as electronic materials, the chosen padding is layered polystyrene, which can remain compact and provide solidity to the packaging. If products dedicated to wellness are sold, the company tends not to use plastic to make the customer sensitive to its willingness to cooperate with waste disposal, thus creating a positive image of the store they are dealing with. The adhesive tape serves to close the box while simultaneously making the packaging more compact and resistant to impacts.

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

In the world of online sales, some major brands like Amazon or Apple have designed within their budget programs aimed at generating less waste while also creating packaging that complies with guidelines for quick waste disposal by eliminating bindings, ties, and closures with strings. These programs are beneficial not only for the company's business but also for the customer, who is pleased not to have to struggle to open a package!

By eliminating any type of unnecessary packaging, the product is delivered to the customer safely and with the certainty of collaborating to eliminate tons of waste to be disposed of. Starting from the concept that damaged goods cause frustration for customers and additional costs, such companies have organized themselves to subject the packaging to a series of tests aimed at improving the packaging process of goods. Using specialized machinery that simulates the journey of a product, the packaging is subjected to impacts, drops, and vibrations of all kinds. The packaging products that pass the test are certified as suitable for final packaging. Through collaboration with global commodity sectors and based on performance data of specific products, these companies work together year-round to discover the most important innovations regarding packaging. An important and necessary contribution comes from the reviews that customers write to companies upon receiving their packages.

Positive feedback encourages the company to continue focusing its attention on packaging studies conducted in a certain direction, or it may be an opportunity for more in-depth study towards other solutions.

These programs are also beneficial for the customer who is happy not to have to go crazy opening a package!

The packaging and its customization

As we have already mentioned, the "right box" is a fundamental part of selling products online. If we start from the concept that "the eye also wants its part," we can perceive that the customization of packaging is an additional way to give a positive image and consequently added value to the online platform. The cost of packaging must be included in a company's budget based on its turnover and its business, whether Italian or foreign.

For example, the company logo and the web address must be prominently printed directly on the box: even though this is the most expensive way to customize packaging, the company will be rewarded with prestige and brand awareness. The logo can also be printed on the tape: in this case, the costs will be lower, or by opting for a more economical choice, the company can print its brand on pre-selected stickers; of course, this requires extra work for those handling the packaging, as they must ensure the correct and precise placement of these options. In all cases, the choice must focus on attention to detail, which the customer should perceive as care.

The company logo and the web address must be prominently printed directly on the box.

Prerogative for customer loyalty

During the study of the various aforementioned factors, the online sales platform must take care to examine an order and payment system that is easy for the customer to implement. It is essential to start from the assumption that the preference of many people for online purchases over those made in physical stores should not involve the acceptance of payments through complicated applications and imprecise deliveries.

By listening to the TV or reading the newspapers, one can easily realize how much the environmental impact affects any activity one wishes to undertake today. To ensure consumer loyalty, every company has the duty to ensure a mission within itself that can realize sustainability for the environment, in addition to selling its products. However, a company's stance in this regard implies various actions that include factors related to its production, its services, and the various partners involved in the project. As we have already mentioned, the field of online sales and e-commerce is currently growing rapidly; for this reason, it is necessary for these companies to pay attention to the future world and the surrounding environment.

In this context, it is necessary to initiate a collaboration between the store and everything related to eco-sustainability, even if the common points seem distant. For all this, it is vital for e-commerce to have clear objectives to achieve:

Have clear ideas about the partners to involve in the project, making them sensitive to environmental protection.
Create good premises for the proper dissemination of practices to be implemented in this sense and finally aim for the creation of packaging aimed at minimizing the impact on 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 realize all this, there are various measures that the online platform can observe to keep the buyer's interest alive and raise awareness in this regard. Let's see what they are:

Sustainable packaging involves a preference for unique materials for both primary and secondary packaging, eliminating non-recyclable materials from the packaging and using recycled components, or considering the opportunity for reusable packages in the future.
Minimize the weight and dimensions of the packaging while always keeping in mind the protection factor for the transport of goods. - Inform the consumer about the disposal of the packaging by specifically communicating the regulations involving environmental protection to make them sensitive and participative in the operation.
Try to use adaptable packaging for returns. The choice of packaging should be made based on the possibility that the customer may not be satisfied with the goods or may want to change the size of a garment: in which case, they should not have to worry about purchasing their own packaging but should have the option to use the one received in the shipment.
The same principle applies to platforms that offer products and solutions for logistics systems.

As can be seen from what I described above, packaging can turn customers or potential customers of an online store into ambassadors for a brand. How? Personally, I have noticed how many people like to post their photos or videos on social media after a purchase, either wearing or unboxing the product they received. Social media is nowadays a staple for the dissemination of any news, and the same goes for the spread of certain product brands. Unboxing a package with goods received in premium mode, for example, or with a special discount as a reward for the trust placed in a particular brand and becoming loyal customers, encourages the public to purchase that specific brand again and not switch to competitors. Similarly, sending special packaging to loyal customers can create an opportunity for social sharing on media that will likely influence new customers to make a purchase.

Timing is also important: it is necessary to study the aspects related to logistics and availability. For example, during certain times of the year, there may be spikes in sales that need to be addressed, and it is unthinkable not to be able to do so due to a lack of materials: losing customers would be a misstep towards failure. A good piece of advice in this regard could be to always have a stock of packaging 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 being out of stock. In conclusion, I would like to focus on the fact that an e-commerce, lacking the visual impact on the customer that occurs in a physical store where the customer literally puts their hands and eyes on the product to be purchased, defines the key moment of receiving the package as the "go-ahead" from the customer both towards the brand and towards the received product. If the good impression is tangible, the customer can transform from a potential buyer to an acquired one. By placing the company among their favorites, they will have the opportunity to give their consent and expand the store's customer network.

An e-commerce does not provide a visual impact on the customer, so the moment of receiving the package is important.

Author: Loris Modena

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How important is the right box - packaging