We all know that packaging is an essential need for any eCommerce brand. When you have goods leaving your warehouse left, right and centre, you need to make the process as efficient and smooth as possible. One of the biggest headaches for any retailer is the reverse logistics of replacing damaged product. When replacing products can cost up to 17 times more than the original cost of shipping, your packaging design plays a vital role in minimising this.
For this reason, strength, durability and cost are the main criteria in eCommerce packaging. But now, there is another aspect that businesses need to be considering – the sustainability of your packaging.
The rise of the conscious consumer
But why does this matter? First and foremost, introducing eco-friendly practices into your operation is simply the right thing to do. But it’s also what consumers want. The common wisdom has been that purchasing decisions are driven almost completely by price. However, research shows that this picture is fast changing. BBMG’s Conscious Consumer Report highlights that social and environmental concerns are gaining a foothold. Issues like energy efficiency, eco-friendly practices and fair labour now factor into decision-making as much as traditional metrics.
A recent survey by retail tech specialist, Red Ant reveals that over a third (38%) of UK retailers have invested in sustainability strategies since the onset of the pandemic. An overwhelming 90% of consumers polled in the company’s beauty and skincare survey said they would choose an ethical/sustainable beauty brand over one that isn’t, with 37% stating they’re happy to pay more for proven credentials in this area.
Sarah Friswell, CEO at Red Ant says, “If retailers are not harnessing the right customer data on customers’ preferences and communicating seamlessly all customer contact points, they won’t grow relationships with customers. Conscious consumption is an intrinsic consideration for ethical consumers’ energy carbon footprint and brands that provide their customers access to a trusted store associate with the product and customer data to help the customer make the right choice, both personally and ethically – will make the investment worthwhile.”
Even more relevant is that according to a 2015 Cone Communications study, product packaging remains the most popular way for customers to find out about a brand’s sustainability efforts. This even in comparison with the rise of social media and smartphones.
So, whilst your packaging isn’t your product, it still feeds into your customer’s perception of how sustainable you are as a brand. For example, Lush Cosmetics developed a name for itself as an eco-friendly brand by pioneering ‘naked’ packaging for many of its products. Would this message still be given off if they wrapped their bath bombs and bubble bars in layers of plastic? Needless to say, it would be far more of a challenge for them to convince their customers that they care about the planet!
Branding Yourself Sustainable
Of course, naked packaging isn’t a possibility for eCommerce brands. But this doesn’t mean there aren’t ways for you to reduce packaging waste. You can even make sustainable packaging work to the advantage of your branding strategy. How? By going custom with your design.
Sustainability and brand recognition might be two separate concerns for your business. But they dovetail nicely when it comes to your packaging design. If you want to associate your brand with eco-friendly practices, why not (literally) brand yourself as sustainable? It’s an opportunity to maximise your investment and to kill two birds with one stone. You can demonstrate your environmental commitment in the most tangible way possible, but also have your logo as the centrepiece while doing it!
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Contributor: Custom packaging, designed, sealed, delivered. — noissue.co
