Packaging function
Many e-tailers still often use different materials (paperboard, plastic, tape etc.) in their packaging, which is an issue for consumers. Our study shows that consumers find different packaging materials hard to recycle and it strikes with their environmentally conscious mindset. It is also common that packaging gets damaged in the opening so that it can’t be used for return, which causes frustration.
Packaging design
When we asked the e-tailers about design, they mentioned a concern about packaging that doesn’t reflect the item inside, especially when sending expensive items in cheap bags. Consumers are pointing to the same issue as 50 % of them say that packaging indicated lower quality than the ordered product. It is not making the right impression about the product and brand.
User friendly is the key
Importance of e-tail packaging is growing as the cost of packaging becomes significant and interaction with consumers is becoming a key competitive advantage. E-tailers are increasingly starting to realize how important good packaging is to make consumers happy and ensure continued business growth. Packaging affects consumer perceptions of both product and brand. E-tailers must no longer ignore packaging but listen to consumers’ opinions to improve their business with the help of proper packaging.
