The drivers/demands/behaviours changing this area of retail
Ecommerce deliveries are part of the customer experience, with boxes and bags as well as product packaging providing part of the brand story. For some consumers, an order being delivered is the first physical contact with the brand. Almost 1 in 5 consumers say they won’t buy from retailers who don’t use sustainable packaging.
The current state
YouTube unboxing videos aside, packaging is a large part of the brand. Is the brand sustainable, memorable, fun, luxurious? It’s also a way to get a product safely and securely to the customer – while still enabling safe returns. The Plastic Packaging Tax and other sustainability legislation, initiatives and consumer pressures are changing the importance of the cardboard box. 60% of consumers cite packaging as the most important aspect of buying sustainably.
Implications
- Telling the brand story
- QR codes and other devices for connecting consumers to further information online or competitions
- Not delivering air
- Reduced packaging requires less space in the warehouse
- Recycling and recyclability are seen as good things by consumers
- Taking back packaging for recycling means retailers keep control of their emissions
- Cardboard shortages
Discussion points in the podcast
What is the Plastic Packaging tax and when does it come into force? [Background]
How do you balance brand storytelling with practical information around the product or returns?
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