5 Packaging Design Tips to Drive more E-Commerce Sales

Online sales represent $394 Billion Dollars in sales with double-digit growth forecasted for the foreseeable future. It is critical that packaging of products purchased on-line create an unforgettable experience. Products purchased online will establish “the first moment of truth” before the package is ever opened. A positive unpackaging experience will be remembered and shared with others.

The shipped package represents the last touch point and connection with the customer in the online transaction. This is when you can secure repeat business or allow your brand to be forgotten along with chances for repeat business.

 The delivery of an online order creates excitement in itself. We all anticipate even the most hum drum purchase that shows up at the door. We want to enhance this excitement by using dimension, shape, color and materials to maximize the “unpackaging experience”.  The package should generate the anticipation and gratification of a wrapped gift on your birthday.  You want the one unpackaging to dread opening the item for fear of harming the packaging. This experience enhances the perceived quality of the product and intensifies the brand. This motivates people to sing the praises of your product and share the experience with their friends and family on social media and word of mouth. It’s a known fact that the strongest endorsements are from people that we know.

5 Packaging Design Tips

1. Simplicity – Make the process of removing a product from the package easy and clean as possible. Nobody wants to spend several minutes trying to figure out how to open the package or even more time cleaning up. 
2. 
   Honesty – The product should represent perceived impressions by all advertising and marketing. There should be no let down when you actually experience the product. We have all seen food displayed in restaurant advertisements that look nothing like the actual product. Remember “ Where’s the Beef”
3. WoW Factor – There should be at least one element that makes the shopper say wow during the unpackaging experience. The wow can be the packaging design itself, a coupon for a future order, unexpected gift, a note, etc…It need not be costly, but should be thoughtful and helpful.
4. Extensibility – The packaging should be an extension of the brand so that other products in the line can be instantly recognizable and associated with a positive brand experience. This also supports the brick and mortar businesses as well because many shoppers will shop online and in store. 
5. Practicality – Packaging should have minimum environmental impact and the potential to be re-used or repurposed. The secondary use of the product may be another marketing opportunity that could outlast the product itself. 

E-Commerce/Online sales demand the right packaging. It is even more important than products sold in traditional retail environments. Retail sales experience the moment of truth while they’re at the store and not yet own the product. Online sales have the moment of truth after the customer already owns it and needs to have a positive experience or suffer buyer’s remorse. Generating a positive experience can generate social media buzz and strong word of mouth. This will create repeat sales and new sales. 

The investment in packaging goes far beyond transporting the product to the consumer. It’s the last touch point and connection with the customer in the online transaction. Packaging designed for on-line sales should not be considered just a packaging expense but a marketing expense as well. Maximize the powerful marketing and branding opportunities that exist in your online packaging and you will be rewarded by more new sales and more new orders.

Other Articles on Packaging:

http://www.southpack.com/what-is-the-color-of-your-package-saying/

http://www.southpack.com/packaging-tips-to-drive-product-sales/

http://www.southpack.com/services/blister-packaging/packaging-101-for-blisters/

http://www.southpack.com/services/clamshell-packaging/packaging-101-clamshells/

 Kurt Mogielnicki is Vice President of Packaging Designs & Solutions at SouthPack Packaging. His primary responsibilities are presenting packaging solutions that sell more product and enhance product protection at the lowest cost. Follow his blog for all his posts. He can also be followed on Twitter or Facebook.