E-commerce, i.e. trading on the Internet, is assuming ever more significant proportions. In 2012, 17% of total sales were generated by online trading income Statista. More and more consumers are using the convenient option of placing their order from home and receiving the goods directly at their front door.
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The first impression counts
The first physical contact between the customer and your goods takes place at the front door. This gives packaging a whole new meaning. It would help if you did not underestimate this as it creates a large part of the positive or negative impression your customer gets from your online shop. Therefore, according to Onlinepack.de , the package must meet optical as well as functional and practical requirements. For the customer, the focus is first on the visual presentation:
The perfect packaging for your products
To find the perfect packaging for your products, there are a few points to consider that play a significant role in safety on the transport route.
It is essential that your customer not only receives his product undamaged but that the packaging also speaks to him. This is especially true for high-quality items. When buying high-priced goods, the customer expects appropriate packaging. If their expectations are not met, this can directly impact your customer loyalty; in the worst case, the customer will not order from you a second time.
1. Optics
The branding mentioned above plays a significant role in packaging design. Amazon and Zalando are leading the way: The packages from these companies are unmistakable. However, they differ due to their particular design. This branding gives the packaging a higher quality, more exclusive look.
The first – positive – impression that your packaging design conveys is honored by the customer. Thus, an essential step towards customer loyalty has been taken: the first-time buyer quickly becomes an existing customer.
In addition, you maintain branding in this way – for example, as with the printer, which is packed in an individually designed box to remember the brand better, and a recognition value occurs. As an online retailer, you can also create this recognition value through the unique design of the packaging. For example, the post sitter recommends paying attention to light colours when designing to make the writing easy to read.
2. Size
In addition to the weight of the goods, the size of the shipping packaging plays an essential role in postage costs. It is therefore vital that the packaging is appropriate for the content.
Avoid voids
Large boxes with little content can easily give the recipient the feeling of having paid too high postage costs for the far too large package.
In the case of large orders, it often makes sense to split the goods into several smaller parcels to save postage; some shipping companies charge a surcharge for postage for large packages and heavier weights.
If the formats of the ordered goods are different, it can be cheaper to send the products individually. This is the case if, for example, a poster and a book have been ordered, as they would require large packaging due to their different sizes.
Inform your customer if you split his order into several deliveries. This avoids appearing as an uncoordinated, chaotic company.
3. Security
An unspoken essential requirement of your online customer is the safe and undamaged delivery of their ordered goods. Even in the event of improper handling during transport, the contents should reach the recipient undamaged.
GTS Post has a packaging guide for individual mailings in which you will find all the information you need to ensure that your goods are shipped securely.
4. Sustainability
Sustainability is becoming more and more critical in today’s society. As a result, many customers are also sensitized to this topic, as seen in the increasing financial and ecological products sales.
If you have already included sustainability in your corporate philosophy, make this critical point visible on your products or packaging. For example, advertise your recycling options or your carbon footprint. Also, let your customers know which certifications, such as the Blue Angel, You received with your company – on the packaging or an information letter inside.
5. Belief
The first customer of your online shop has to be convinced with your first delivery! It is essential to weigh up the points already mentioned and decide the weaknesses if any. Particular emphasis is placed on the appearance and size after receipt. What does the package look like after it has been transported? Is it damaged, and if so, so severely that the contents also suffered as a result?
In the beginning, these are the most critical questions that recipients of parcels ask themselves. Only then are questions about trustworthiness and sustainability included. Positive conviction is essential so that your customer keeps your online shop in good memory.
Flawless delivery of your goods is the best prerequisite for turning a first time customer into an existing customer.
Conclusion
As an online retailer, choosing the proper shipping packaging plays a vital role because you have to convince your packaged goods at the doorstep.
So use the packaging of your goods to increase the positive impression of your customers and thus achieve greater customer loyalty. However, you can only do this if the appearance, size, security, sustainability and conviction are coordinated, and none of these points shows any significant weaknesses. The sustainability or the optics can be neglected in case of doubt the other issues should be considered when planning the shipment.
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