April 9, 2018
While 94% of retail sales are still in the traditional brick-and-mortar stores, e-commerce is expected continued growth annually by 17%, reaching $414 billion by 2018. According to this infographic, courtesy of Whisbi, brick-and-mortar and e-commerce are constantly battling for consumers’ attention and dollars.
Within the world of packaging, we are on the front lines discovering new approaches to support each market. Both markets are very unique when it comes to packaging. In developing retail packaging, placed on a store shelf or display, we battle to get the consumer’s attention with flashy graphics and creative structures. Perhaps even being interactive with a “push me” button. In the world of packaging for e-commerce how do we add value beyond just protecting the products?
The key is to make use of the time the packaging is in the consumer’s hands. Everyone
expects to see information about the products printed on the outside of the box, but when they open the packaging and see new information printed on the inside of the container as well this can be a game changer. You have your audience available and in position to tell them what else they could purchase, or show them the new item that is going to improve their lives. This will get focused attention. This is the time to leverage the e-commerce sale and get more for your advertising and packaging dollars. Using multi-color graphics and messaging printed on the inside of boxes has begun to catch on and improve extended sales.
Over the past year, many of us have watched our local news stations report story after story of the crimes that occur when packages are delivered to a customer’s porch and stolen within minutes of delivery. Clearly, the days of shipping cartons with full graphics on the outside, identifying the packaging contents, are a thing of the past.