Why Product Packaging is Important for eCommerce Businesses?

Before we begin by explaining the importance of a great first impression, we'd like to get you thinking about what may have contributed to some of the more memorable and the 'less than great' impressions you've experienced in your life.

If you had a pen and paper handy, you might begin to describe the way an individual smiled as they introduced themselves (or didn't if the impression wasn't great!), their body language, dress, tone and mannerisms. This is significant as all of these initial factors will have likely helped shape the opinion you still have of the very person you're thinking about.

Now, if you're an online brand, packaging carries this same sentiment, here's why:

Neuroscientists have discovered that it only takes the human brain seven seconds to construct an opinion about situations and people. This includes judgement on trustworthiness and emotional responses, like fear or joy. Research states that "these first impressions are incredibly difficult to be challenged because the brain mechanisms involved in first impressions are also closely associated with the limbic system, which regulates our emotions." This is significant for eCommerce packaging because your product delivery is your customer's first tangible experience of your brand. 

Sure, they have been interested enough to stop, scroll and purchase the product or service that you are selling, but until the product reaches your consumer, they are essentially investing in an idea, much like being intrigued by an individual's resume or being told some is great before meeting them. Then, if a product arrives on a consumer's doorstep with excessive plastic packaging, tears in the boxes or no personalisation, it can contribute to a negative first impression and decrease the likelihood of trust, and ultimately, repurchasing.

With those golden seven seconds in mind, let’s consider your packaging as your brand’s initial hello. Here, you might look at how the colour, wrapping, quality of the box you send items in, and personalisation (like a handwritten note) can help form your first impression. If executed correctly, these components can reiterate quality and imply that time and effort have been taken to carefully package an order, reminding your consumer of two key things:

1. They are not just a transaction 
2. That there are people behind the brand!

This notion of time is particularly important as it injects a human element into your customer journey, helping establish rapport and loyalty between you and your audience. 

There's something else that well-packaged eCommerce products can achieve...Free publicity! If a customer is particularly excited about delivery-day (and who can blame them!), receiving a beautifully packaged order can feel like a gift worth sharing. Every month, more than 90,000 people type ‘unboxing’ into YouTube with over 40 of these videos amassing over 10 million views each! Recent studies also suggest that 58% of respondents were convinced to buy a product after watching an online unboxing review, so think about all those potential conversions for your brand!

Beyond the enhanced unboxing experience and an increase in conversions, great packaging can also prevent any unnecessary damage to your goods in transit, reducing breakages and returns (or loss) to your business. Here, you might like to consider something like Geami honeycomb wrap (an eco-friendly alternative to bubble wrap) or FillPak TT, a 100% FSC certified void fill, which is recyclable and biodegradable, helping keep your goods secure, while doubling as an eco-friendly component to a sustainably considered unboxing experience!

Reminder: Overly wrapped packaging can cause a negative brand encounter, particularly if your consumer needs to wrestle or rip the packaging, potentially ruining the goods inside to access it.

Packaging also has the potential to promote repeat orders. This is particularly relevant to items like jewellery boxes or cleaning products, as packaging can double as storage for a purchased item. If the box is attractive enough, it can sit in the pantry or dresser of someone's home and serve as a direct reminder the moment they consider purchasing new earrings for an event or that next round of dishwashing liquid.

Before we reiterate the significance of nailing your packaging, here are a few final things to consider:

1. Does your current packaging align with your customer? If you're an eco-brand, chances are that your customer has sought you out for a reason. Consider how you package your eco-products. If you're using excessive plastic and unrecyclable fillers, it might be time to reconsider more eco-friendly alternatives. 
2. Could you downsize your packaging? Large shippers and bulky boxes on smaller items not only mean more filling to stop breakages, it often equals higher shipping costs for you! Finding the correct packaging can reduce shipping costs and leave you with more time and money to work on your custom eCommerce packaging.

Remember, packaging contributes to far more than just the carrier of the goods you are selling! It can help elevate your brand, enable you to build brand loyalty, protects the product, and surprise and delight your consumers!

Ready to step up your eCommerce packaging game? Browse our range of eCommerce solutions online, or reach out to our team by calling 13 7446, emailing sales@signet.net.au, Live Chat with us at signet.net.au, or submit an enquiry below.