Packaging Solutions
Every delivery should enhance your brand reputation. With one-third of consumers rejecting a purchase because of unsustainable packaging, first impressions really do count (Sustainability and the Consumer Report, Drapers 2021).
Smurfit Kappa prides itself on staying at the vibrant forefront of innovative new developments in e-commerce packaging. It is always looking for exciting ways to help brands and businesses of all sizes stand out online and guarantee superb unboxing experiences.
The company has uncovered five reasons why your e-commerce packaging is falling short of consumer expectations. Let us take a look.
It is complicated
Why is your packaging not appealing to your target market? Perhaps it is just too complicated.
According to the Mintel Global Packaging Trends 2023 Report, ‘Clear and simple communication will be essential to connect with fatigued consumers’.
A study by the Paper and Packaging Board revealed that 72% of consumers stated that a product’s packaging design influences their purchasing decision. e-commerce brands are moving toward minimalistic and efficient packaging designs. This includes using fewer materials, embracing reusable packaging, and optimising package size and shape to minimise waste and reduce shipping costs.
Minimalist packaging is a cost effective way to promote your business and your products without appearing low quality or having poorly designed packaging, which could discourage future customers. Simple yet appealing packaging design provides easily accessible clear information, which is far more likely to get the attention of your target audience.
It is not personal
With the advancement of digital printing technology, businesses offer personalised and customised packaging solutions to create unique customer experiences and enhance brand recognition. This can be helpful for newer companies embarking on their customer journey, or help established brands rekindle and grow their relationship with their target market.
Personalisation also encourages social sharing. Customers are more likely to share their personalised packaged products or feature them on their social media channels, which promotes brand loyalty and boosts brand recognition.
It is not smart
In 2023 there is an increased focus on functionality. Smart packaging is undoubtedly the smart route for brands looking to attract an audience focused on using technology to streamline and improve their e-commerce experience. As technology continues to evolve, eCommerce packaging is getting smarter. This includes the use of QR codes and NFC tags for easy tracking, improved customer engagement, and product authentication.
Packaging technologies enable and support more intelligent, informed, and convenient user occasions. Brands and packaging manufacturers are combining materials, components, and digitally enhanced technologies to create next-generation purchase and user experiences.
According to the Mintel Global Packaging Trends 2023 Report, ‘the high occurrence of QR codes throughout the Covid-19 pandemic has lowered the usage barrier of this technology. However, avoid the temptation to dazzle with interactivity that delivers nothing beyond a gimmick’.
Consider, instead, how Smart packaging can add value by providing the correct information/support at the right moment.
It is not easy
If there’s one thing consumers despise, it’s having to faff and fret with packaging. Consumers want convenience and easy to use packaging. This desire for a fuss free process means e-commerce companies gravitate towards easy to open and conveniently resealable packaging to enhance customer satisfaction and support repeat purchases. Consumers also have high expectations of being able to return items without hassle.
This goes beyond a generous returns policy, and easy to return packaging is rapidly becoming an expectation among consumers. Customers return products for many reasons, so making the process quick and painless is essential. Your e-commerce shop can quickly build up customer loyalty and encourage repeat purchases by impressing your audiences with how easy your products are to send back.
It is not sustainable or honest
Sustainable packaging is on the rise worldwide and many people are choosing brands who share their concerns about climate change and the environment. Companies that resort to ‘greenwashing’ tactics to boost their brand by making unsubstantiated claims to deceive consumers into believing that a company's products are environmentally friendly only result in causing consumers to lose faith in these brands. Businesses must be able to back up their sustainability claims with credible, concrete sustainability results.
In addition to spotlighting their achievements and strengths, brands and packaging manufacturers will have to be more transparent about their weaknesses and how they plan to address them. Consumers are pursuing transparency through clearer labelling, specifically, what labelling claims mean for the greater good.
Packaging has become the messenger for socially responsible initiatives and actions. Whether targeting environmental, social, or human conditions, brands are tapping into on-pack messaging to communicate their ethos toward social responsibility and sustainability.
How far is your packaging falling short?
If your e-commerce packaging falls into any of the above areas, you need to re-evaluate your packaging. That is where the team of packaging professionals at Smurfit Kappa come in. The company can assess your current packaging and devise a bespoke strategy and the ideal solution to any packaging problems you might be experiencing.
Using its eSmart process, Smurfit Kappa can guide companies through up to 12 key areas relating to the optimisation of e-retail processes, supply chain efficiency and delivering a superior consumer experience.
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