Updated: Feb 24
Since the birth of eCommerce in 1991, packaging has slowly evolved to accommodate the new way people shop. The way customers buy online is different from the traditional retail experience.
The in-store environment is all about the product on display, the shelving, staging, and the customer’s sensory experience with the product(s) being sold.
In contrast, product selections online live in a 2D (and sometimes augmented 3D) world. Customers can't touch, feel or try the product before making the buying decision. Packaging plays a minimal role in online product selection, although there are still unique ways to breakthrough and make your packaging have a statement.
However, an eCommerce-specific merchandise packaging must endure the rugged journey from manufacturer to consumer. And, with the industry return rate hovering around 30%, it must also survive a round trip while still protecting its contents.
The right eCommerce packaging solutions must solve multiple issues. They include:
Lowering the return rates by preventing shipping damages
Reducing shipping costs by getting lighter and smaller
Increasing brand identification
Improving customer satisfaction
Packaging best practices are about doing more with less. Here are 4 of the most efficient ways for eCommerce retailers to handle the packaging needs.
1. Packaging Box Size That Fits The Product
The Packaging should be as tight as possible, reducing weight without compromising the product’s integrity. For example, online packages do not need a hanging tab like retail store packaging; it would just take more space and provide no additional value. Reducing the size also saves on materials and dimensional shipping charges. If you experiencing some loose space in the packaging, do use recyclable void fill such as shredded papers to fill-up the space.
Alternatively, invest a little more to develop a custom inserts to hold all your products in the mailer box neatly. Hire Our Technical Expertise to do it for you.
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2. Use Corrugated Mailer Box
Corrugated boards are environmental friendly. It is typically is made up of at least 60% recycled paper and is easily and readily recycled.
There are 4 different base material types for Mailer Box. Find the one that suits your brand design and budget the most.
Option 1 - Outer and Inner White
Option 2 - Outer and Inner Brown
Option 3 - Outer Brown, Inner White
Option 4 - Outer White, Inner Brown
3. Packaging Branding That Stands Out
No rule says mailer box packaging must be dull, brown, and boring. Print the box with the company colors, or add branded stickers. Either way, everyone should be able to recognize the brand from a distance. Although the branded packaging should be more compact than in-store packaging, it should have the same visual design. When the customer opens the box, there should be instant recognition.
Spice up your Mailer Box with some sleeve designs too.
4. Create Memorable Unboxing Experience
Whenever a customer opens a box, the moment should have the same excitement as opening a special gift. Unboxing is an opportunity to build loyalty by exceeding expectations. Some ways to do this are:
Adding a personalized thank you note
Adding coupons, discounts or upsell offers
Add a “bonus” gift or sample
Other ways to improve the customer experience are to ensure the package fits a standard mailbox and that it’s easy to open. The entire experience should make your customer feel special and want to buy more and part of a comprehensive marketing strategy.
Understanding how consumers experience packaging is no longer optional; it is indispensable. P&G Chairman A.G. Lafley
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The best packaging protects the item until the customer opens it. It must deliver a memorable customer experience at the lowest cost of material and shipping. According to Target Marketing Magazine, “unboxing videos routinely take a few of the top 10 spots on most-viewed YouTube watchlists.” This is an incredible opportunity to promote your brand. When it comes to developing mailer box packaging, let us do it for you. Contact Us Now to get affordable quotes.