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BizReport : Ecommerce : July 14, 2016


Top 3 tips to improve ECommerce packaging

In a retail store, shoppers are used to have their purchases bagged at checkout. Online shoppers want more than that, and some will turn to competitors if they feel their items aren't packaged well. Here are 3 tips to improve ecommerce packaging.

by Kristina Knight

• Make the package appealing

"Almost half of consumers say that branded packaging would make them more likely to share a product image or video on social, according to Dotcom's packaging study, Unwrapping the Customer Experience. When packages are delivered in an elaborately styled or branded box, rather than a traditional brown one, consumers are not only more excited but they're also more likely to show it off. For eCommerce companies who are competing with other brands, this is crucial to keeping a competitive edge," said Maria Haggerty, CEO, Dotcom Distribution.

• Deliver logistically-efficient packages.

"Boxes should be efficiently packaged to keep items safe and avoid excess costs. Another thing to consider however, are the costs associated with box sizes. ECommerce brands often make the mistake of packaging items into unnecessarily large boxes with an excessive amount of dunnage (which prevents damage during shipment). But what they often don't know is that they're not only being charged for the weight of their package, but also the amount of space it takes up," said Haggerty.

• Make packaging decisions that are suited for your brand.

"Although consumers prefer to see more presentable packages, sometimes it's necessary for brands to put safety over appearance. For many luxury brands, it's a risk to send branded boxes because they advertise that the contents are high-value. Above anything else, brands should ensure their items arrive safely to their customers, which can mean making tough decisions that are necessary for your brand to sustain customer loyalty," said Haggerty.

Tags: Dotcom Distribution, ecommerce, ecommerce packaging, ecommerce shipping










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