Expectations of Todays Digital Consumer are Changing – Is Your Packaging Ready?
The popularity of e-commerce was already accelerating pre-COVID, but with more consumers shopping online because of the pandemic, its growth has taken off at a rapid pace. So rapid, in fact, that recent analysis from McKinsey & Company showed 10 years’ worth of growth in just three months in early 2020. For businesses looking to successfully adapt to the changing expectations of the digital consumer, an investment in e-commerce-ready packaging is more than just an afterthought – it’s a necessity for growth, vitality, and customer confidence.
E-commerce-ready packaging is packaging that has been tested and certified to ship from an e-commerce provider through carrier services without damage or leakage. Though the benefits of shipment-safe packaging are numerous, Berlin Packaging, the world’s largest Hybrid Packaging Supplier®, weighs in with three ways that an investment in e-commerce-ready packaging really pays off:
- Reputation and Bottom Line. Broken glass, cracked plastic, and dented aluminum aren’t just dangerous to customers, they can be costly to both your business image and bank account as well. Correcting issues related to primary packaging that is broken or damaged can cost up to 17 times that of the original shipment, and can cause customers to second-guess future purchases.
- Safety, Security, and Peace of Mind. Consumer concern over contamination has risen as a result of COVID-19, making it more critical than ever that businesses prioritize product and package safety when shipping. Investing in tamper-resistant and tamper-evident primary and secondary packaging gives customers confidence when purchasing. The recent pandemic-related rise in grocery delivery also provides additional opportunities for package design and smart packaging features that help maintain cold temperatures necessary for safe transport.
- Environmental Impact. While e-commerce is more convenient for many consumers, it can also be at odds with the growing desire to champion eco-awareness and support more environmentally-friendly brands. This creates tremendous opportunities when it comes to reducing the waste associated with secondary packaging, including introducing reusable packaging, and using fewer and more sustainable materials. Some businesses are eliminating secondary packaging entirely for certain products, allowing the primary packaging to serve both roles and, subsequently, opening the door for rich consumer engagement around their more earth-friendly choice.
See BerlinPackaging.com for more information.