We see this a lot: simple, non-custom e-Commerce Packaging that gets the job done. How can you expect to hit your sales target if you don’t invest in your presentation at the store?
You have a great product, but you left out one thing — your Packaging! e-Commerce Packaging is a great way to grab your customer’s attention at retail and even online.
The best packaging even creates brand loyalty — 52% of customers return for business if they like the packaging.
It’s an easy thing for most brands to overlook, but this is exactly the issue we aim to solve.
It can be your differentiator! the reason a customer picks your product instead of another, and then keeps coming back.
To nail that customer interaction, you need the right design.
We help upgrade brands from plain to premium, and take advantage of all the latest technical and marketing innovations to create new designs, and more importantly increase your sales.
Bringing new packaging ideas to life can be a challenging task. That’s why we created this guide to walk you through each step.
Step 1: Determine Your e-Commerce Packaging Needs
- What type of e-Commerce Packaging do I need?
- Are there new innovations I can implement?
- What type of product is it?
- What dimensions do I need?
- How many units do I need?
- How can this be an extension of my brand?
A) What Type Of E-Commerce Packaging Do You Need?
The type of packaging you need will vary depending on your product. This will be based on the size, shape, and weight.
If you have a fragile product, you would need to consider a solution that is structurally safe and includes cushioning.
B) Are there new innovations you can implement?
Getting ahead of your competition is important. You should research, or find a trusted packaging partner who can confidently update you on the latest innovations in the marketplace.
There are so many new exciting ways to reach customers, and if you’re creating a new packaging design, you should include some!
C) What type of product is it?
Each industry has its own trends, and while you don’t want to fit in, you want to make sure that your customer can immediately identify you as a member of that industry.
So either do some research of your competition, or reach out to a trusted packaging company to give you some pointers.
D) What are your dimensions?
Start by measuring the height, width, and length of your product and everything you plan to put inside the box.
Then, consider the type and size of any protective packaging inserts you plan to use. This will determine the size of the box you need.
Pro Tip: Minimize your box as much as possible. This will allow the product to fit safely, and avoid any shipping damages. Most importantly you will reduce your costs and carbon footprint.
E) How many units do you need?
How much do you plan to sell? Do you need 100 units? 500? 1,000? 10,000? Will you need recurring orders?
This will directly affect your costs, and the more you order the better the deal you can get.
F) How can this be an extension of your brand?
This is a critical part of Step 1. You want to create packaging that not only fits the packaging, but fits in with your overall branding and marketing strategy.
From the color choices, the fonts, the information and images you include — these all tell the customer exactly “who you are” and shouldn’t be chosen lightly.
Step 2: Establish Your Budget
There are two types of costs associated with new packaging.
- Visible costs: such as the upfront cost of design and the price of the packaging itself.
- Hidden costs: such as additional filler, breakage, and more.
Your budget should include the cost of Packaging Supplies and Shipping Boxes. If any kind of packaging fillers are required, you need to account for them.
You can also include a Contract Packager to help with fulfilment or assembly.
By using a company like Bennett, you get Turnkey Solutions that help you minimize costs.
A successful e-Commerce Packaging program needs a budget that considers the economics of the entire process. You should consider the price of your product, your profit margin, anticipated sales, and the length of time you expect your Packaging to be in place.
Setting a budget or at least a range for your Packaging helps the process not become inefficient or aimless.
Volume purchasing
As with most printed products, you only really get a good value at high purchase quantities, due to the economics of scale.
If you don’t buy in bulk, each package will add an unreasonable amount of expense to each shipment.
If you do buy in bulk, you will not only be putting more money up front for production, but also for storage, transportation between warehouses and handling. Digital allows you to have complete flexibility for this.
The higher the sales price of your product, the more you should consider investing in your packaging.
Step 3: Designing The Outside
Did you know that 75% of consumers are influenced by package design?
What elements of your brand need to be seen immediately? You could choose a simple or minimal design for the outside, and save the “wow factor” for the inside — or have both be just as beautiful.
Elements to include for e-Commerce
- A logo that stands out on the package
- Information Architecture / company story
- Brand colors / design if choosing a minimal look
Pro Tip: If you’re not a designer, and don’t have a design team — we provide access to our award winning in-house team in Creative Services.
Step 4: Designing The Inside
For e-Commerce on the other hand, this is your opportunity to make a huge impression on your customer. You should use the inside to tell your brand story, make your customer smile, or create something that encourages them to share the packaging on social media.
More customers post a photo of products and packaging when it is an appealing design.
What you can include to make their experience shareable?
Over 90,000 people search for unboxing videos every month! Your audience is looking at what that experience is.
These videos build a community around your brand online.
When customers watch someone else open your package, they want to get that product!
All of these unboxing videos should tell you that you need to create better packaging.
Create a complete kit that complements your wine. Smaller items usually add little to shipment costs if implemented correctly.
Customers today expect a branded experience from start to finish — the marketplace has responded, and so should you.
