But what’s all this got to do with packaging? As online orders increased, the demand for consumer and healthcare packaging materials increased tenfold.
Retail companies that didn’t offer online delivery had to implement a delivery service and source packaging materials at breakneck speed in order to generate sales and stay in business.
And the reality is that every single product a business sells needs packaging, and that packaging should do so much more than just protect a product as it moves through the supply chain.
The importance of high quality, sustainable packaging
If a business is trying to cut corners when it comes to packaging, it could cost more money in the long run. From failing to comply with the UK’s plastic packaging tax, to receiving complaints due to poorly packaged and damaged products, low quality and cheap packaging will have a detrimental impact on brand reputation and bottom line.
The same goes for companies who aren’t doing their bit to reduce the impact of their packaging on the planet.
With 73% of UK consumers stating they wanted to be more sustainable last year (One Stop Green Report), if retailers and eCommerce business owners don’t start to embody sustainability and incorporate carbon neutral packaging, they risk being left behind.
Social media’s impact on sustainability packaging
Social media channels such as Instagram, Twitter, Facebook and Reddit add even more fuel to the sustainability fire. Whilst these platforms give brands the opportunity to engage with their customers, people aren’t scared to call companies out and demand more from them. Countless retailers have been accused of greenwashing, including Nike, H&M and Primark.
This sustainability message needs to start with your packaging process and become part of your brand’s values and messaging. When carbon neutrality and sustainability is incorporated into a company’s brand values, it becomes part of their culture. Everything they do and their customers do has an impact.
Make experiential packaging part of your brand
Further adding to this, business owners should think about the experience they want their customers to have from the moment they receive the product. How a product is packaged is almost as important as the material it’s packaged in, as it communicates your brand’s values and messaging.
According to The Paperworker:,
- 52% of customers said they would likely buy from a business again if they receive products in premium packaging.
- 90% of customers will reuse their product packaging boxes and bags where possible.
- 40% would post a photo of packaging on social media if it is interesting.
The importance of branding
Packaging is the first part of the product a customer will see, so it is vital that it captures people’s attention and builds brand recognition and consistency.
Whether it is a beauty product, meal kit subscription or piece of gardening equipment, an eCommerce business’s packaging must elicit the customer to think beyond its product, and what the brand stands for.
When eCommerce and retail businesses treat packaging as a communication channel, they can deliver exceptional levels of customer service.
Is this brand eco-friendly and working towards a net zero future? Or is this brand steeped in history and heritage? Can the consumer get a taste of the company’s core values and messaging?
Whilst this is a lot of information to get onto packaging (especially for smaller items) there are ways around this. From using labels to offer product information and descriptions, to having hand drawn illustrations or QR codes that customers can scan to find out more about a company, the possibilities are endless.
The renaissance of unboxing videos
The unboxing experience plays a huge part in a company’s overall customer experience.
We’re seeing a re-emergence of unboxing videos appear on social channels, with communities and influencers sharing unboxing videos of products they’ve purchased. The hashtag #unboxing has over 31.2B views on TikTok and over 2,900,00 posts on Instagram.
There’s also been a rise in content from small independent Etsy sellers who are sharing satisfying videos of them packing customer orders, complete with tissue paper, custom thank you cards stickers and ticking those with visual ASMR (autonomous sensory meridian response) boxes. This is something eCommerce companies, no matter how big or small can learn from. There’s also the added bonus of user generated content that can be incorporated into marketing campaigns.
