A study developed by a packaging manufacturer in the United States revealed interesting data to consider about packaging used in online commerce. Appropriately sized packaging for the product, reduction of excess material, safety, identification and communication with the brand were the highlights raised by the public that makes purchases directly in the channels of the manufacturer brands (D2C system, direct to consumer).
What Packaging Do Consumers Want?
Consumers believe that 75% to 90% of the packaging space should be filled with the ordered product. That is, companies that choose packaging adjusted to the product they sell come out ahead. When material, whether plastic or paper, is not optimized (to fill the box and prevent the product from getting loose in a box that is too big), consumers feel uncomfortable, as they have to dispose of all the material. And this causes frustration as part of the customer experience, especially when they shop online frequently.
In addition, when the product purchased is not fragile, 80% of consumers said they were happy to receive orders in flexible packaging, such as protective envelopes. This, in general, can lower shipping costs and reduce the excessive use of packaging. In other words, the study indicates that what consumers want is for the company to worry about conditioning the products it sells in packaging that is adequate enough to guarantee the safety of the items without generating unnecessary waste.
What About the Packaging Design?
The study also brought data that reinforced the importance of the appearance of the packaging and its positive influence on the relationship between brands and their consumers. Protective cardboard boxes have replaced the traditional shopping experience and are the first impression of a product’s brand when they arrive at the consumer’s door. This is a point that stands out among the young audience.
Data show that 49% of online shoppers aged between 18 and 29 in the United States said they are more excited to receive their purchases in packages that contain the product’s brand identity or packages that resemble a gift. On the other hand, among the public between 30 and 44 years old, this index drops to 37%; followed by 29% for buyers aged 30 to 44; 29% in the case of the public between 45 and 60 years old and 15% among buyers over 60 years old.
This indicates that custom packaging helps build brand awareness and create a positive unboxing experience for the consumer. At the same time, consumers expressed concern about the theft of goods. In the case of premium products, with higher values, the preference is for simplified cardboard boxes on the outside and more elaborate packaging on the inside.
This is a point of attention for brands, which need to develop a good protection plan, combining brand communication and security. An example of this would be the customization of the interior of cardboard boxes. Finally, the survey also pointed out that 20% of consumers are willing to pay more for personalized packaging to be sent as a gift.
Importance of Packaging
In the e-commerce journey, cardboard packaging provides great opportunities for differentiation for brand communication, such as the use of connectivity technologies. Many brands use QR codes as a way to provide information and coupons to consumers. The study found that two-thirds of e-commerce shoppers access QR codes for special offers and coupons, and of those who use the technology, 70% use them at least once a month.
Cardboard Boxes in Vancouver
If you are looking for a cardboard box supplier for your business and want to adapt your packaging to your products to offer a more pleasant shopping experience to your consumer, please contact us. We manufacture a number of varieties and sizes of cardboard boxes and can help you with your needs – in addition to personalized printing.