The Move Towards Improved Packaging Design and Branding With Ecommerce

In our last entry, we discussed the extra costs associated with no-waste business-to-business packaging customization. This week we will look at how ecommerce has created a need for new packaging designs. With ecommerce, companies have fewer access points to try and get the consumer to buy their product. This creates a larger emphasis on making sure that the items aren’t damaged when they arrive, and also has led to companies creating the best experience possible for their customers.

 In order to improve customer satisfaction in regards to their packaging, Amazon has created Frustration-free Packaging, which has three features. It’s easy to open, 100% recyclable and less packing waste, and it provides protection (“Amazon Celebrates”). This provides a better experience for the customer because there is less damage when being shipped, and customers aren’t getting frustrated trying to open their packages.  Also, the “products ship in their original packaging, eliminating the need for an additional shipping box” (“Amazon Celebrates”). This reduces extra costs and resources that would have been spent transferring products from their original packaging to Amazon-specific packaging.

In addition to the changes of packaging design for ecommerce, there is also a need to maintain the company’s brand throughout its packaging. A particular company, Nutpods, mainly sells its nut-based milk product through Amazon. Because this product is sold competitively online it must differentiate the product through its packaging. It differentiates by having a sleek package design, with the inviting colors of green and white, and it does not require the need for product cooling or insulation.

The importance of packaging design is being understood more so recently. Nutpods’ CEO mentions in the article,“Packaging will remain important because when the consumer unwraps that box and takes the product out, you have to reinforce what your brand stands for” (“Packaging World”).

            Through ecommerce, packaging customization has found a more important role than ever before. It is now used to both satisfy customers through less waste and more efficiency, and expand a brand’s image in the online sector.

Works Cited:

“Amazon Celebrates 10th Holiday Season of Frustration-Free Packaging.” BusinessWire, 21 Nov.2017, www.businesswire.com/news/home/20171121005280/en/Amazon-Celebrates-10th -Holiday-Season-Frustration-Free-Packaging.

Mohan, Anne Marie. “How Will e-Commerce Affect Package Design?” Packaging World, www.packworld.com/article/trends-and-issues/e-commerce/how-will-e-commerce-affect-package-design.