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BizReport : Ecommerce archives : October 21, 2013


Survey reveals impact of packaging for home delivery

How important is packaging to the retail shopping experience? Among luxury shoppers the presentation and packaging of goods they order in-store or online is very important and for ecommerce businesses the packaging is perhaps consumers' only physical encounter with the brand.

by Helen Leggatt

When Wrap & Send surveyed 1,000 woman who make more than $75,000 per year about their packaging expectations for items being shipped to their homes, three-quarters (75%) said packaging matters.

And that makes sense. If you're purchasing from a high-end department store or a boutique designer outlet you expect that quality of brand to be evident throughout the shopping experience from in-store design through to delivery, and packaging of purchases.

In fact, the delivery phase of a product is important in maintaining brand loyalty. Consumers want to know their item will arrive in perfect condition, and don't want to deal with the hassles of returning items damaged in transit. Almost half (45%) of the women surveyed say that free returns is a very important feature and 10% often return items because they are damaged during shipping.

Other findings from the survey include:

- 77% feel they should be able to choose their type of free delivery service such as ground, 2-day or overnight;

- Free, 2-day shipping is a feature 42% believe is important;

- The three most-common reasons for returning items are 1) it doesn't fit 2) it is not what they expected and 3) item was damaged during delivery.

For e-commerce brands, home delivery packaging becomes the only physical contact a customer has with the store, and the only physical evidence of the brand. Getting this right from a branding and customer experience perspective is as important as all the other customer experiences leading up to purchase.






Tags: brand marketing, delivery trends, ecommerce, luxury consumers, luxury shopping, survey








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