Packaging is a hot topic right now.
There is a lot of debate about packaging at the moment – too much packaging, the wrong kind of packaging, packaging that you can’t open, packaging that you can’t return or recycle – all of this and much more.
There is so much to consider and it is vitally important to get it right. The best way to get it right is to listen to your customers.
So let’s start with looking at what the customer wants.
Conscientious Consumers
Sustainability is the buzz word here and is fast becoming a deal breaker for consumers. Almost three quarters of consumers consider it important for product packaging to be made from sustainable or renewable sources.
Premium Patrons
People like to get that warm fuzzy feeling when they receive a delivery. Nothing does that more than some clever packaging that makes you smile. According to one survey, over half of online patrons said that they would continue purchasing from the same company if their orders came in premium packaging.
Buyers Buy Brands
Use your packaging to tell your buyers about your story. People buy from people. If you started your company in your garage (think of Jeff Bezos at Amazon) or at your local farmer’s market, then tell your tale. This is the place to talk about your company ethos, ingredient sources and sharing social media links. A NielsonQ survey found that 46% of consumers are looking to brands to take the lead on creating sustainable change, so tell them what you are doing to help the planet.
Switched Shoppers
In the last year, retail has changed enormously. The move from bricks and mortar shopping to online retail switched at such a pace that many retailers couldn’t keep up. According to the Office for National Statistics internet sales as a percentage of total retail sales leapt to 37.8% in 2021, compared to 19.2% in 2019. Internet sales have decreased slightly to 26.9% in 2022 and 24.9% (August 2023). It remains to be seen if shoppers will return to bricks and mortar shops at the pre-pandemic levels.
We’ve learned that consumers are conscientious, they like premium packaging, they buy brands and they’ve moved into the online retail space in droves.
Corrugated packaging is the one packaging option that can truly meet all of these demands:
- Consumers are conscientious – Corrugated packaging is sustainable, recyclable and environmentally friendly.
- Consumers like premium packaging – Corrugated packaging is a versatile medium, allowing you to design the perfect premium packaging to display your products.
- Consumers buy brands – Corrugated packaging is the ideal place to share your story and brand messaging.
- Consumers have moved into the online retail space – Corrugated packaging is flexible that it can be used for in store packaging and eCommerce packaging.
Packaging can be the main differentiator between products so it serves not only as a protective layer to prevent damage, but as a key sales tool. Everyone can think of some great examples of memorable packaging – those brand owners got it right. Their packaging and brand name is now lodged in your memory. Strive to be one of the memorable ones.
Here at Westbury Packaging we like to listen. Just like you listen to your customers, we want to listen to ours. Tell us your story and we’ll suggest the most creative ways to ensure you have happy and loyal customers. Please get in touch with us to see how we can help.