Pretty on The Outside: How to Use Packaging to Build Customer Loyalty
Designing product packaging is crucial for e-commerce.
But, it is often overlooked.
Yet, the choices an e-commerce business makes about its product packaging can greatly affect customer satisfaction.
They also affect brand perception and repeat sales.
E-commerce is rising.
Customers can't touch, feel, or inspect a product before buying it.
This means the unboxing is a critical touch point.
It happens when the customer gets the product.
Good packaging makes a strong first impression and delights the customer.
However, bad packaging leads to disappointment and returns.
Optimizing your product packaging is not about looks.
It also impacts costs and logistics.
Finding the right balance between design, sustainability, and shipping efficiency is key.
Read on to learn tips you can act on.
They will raise your packaging and branding as an e-commerce owner.
Purpose of Product Packaging
Product packaging serves e-commerce brands in many ways. It helps them across the customer journey.
This includes from purchase to unboxing and beyond.
Protection: Packaging has two main jobs. It protects products during shipping. This ensures they arrive to customers undamaged and in sellable condition. For fragile items like glass bottles, use bubble wrap or foam inside. This prevents breakage. The right packaging protects contents from spills. It also shields them from moisture and other factors during shipping and storage.
Information: Packaging communicates important product information to customers. This includes ingredients, instructions for use, warnings, and other details like volume or quantity. Information on packaging helps customers understand what they purchased and how to use it properly.
Shelf Appeal: Attractive, branded packaging helps products stand out. It does so on retail shelves, whether virtual or physical. Unique shapes, bold colors and textures, and high-quality graphics catch the customer's eye. For e-commerce, product photos featuring packaging design elements can draw the customer in.
Experience: Thoughtful packaging provides a positive branded experience and makes customers feel valued. Elements like custom inserts, special opening mechanisms, or premium materials delight and surprise.
Packaging can build brand loyalty by showcasing your brand story and identity.
Types of Product Packaging
Primary packaging comes into direct contact with the product itself. This includes bottles, jars, tubes, blister packs or other containers holding your product.
Primary packaging can include information like ingredients, directions and branding.
Secondary packaging
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