The Difference Between Retail & Ecommerce Packaging

Retail is shifting online and yet many retailers still approach product packaging with a traditional retail mindset. Why do brands need to think differently when it comes to e-commerce postal boxes?

The Purpose of Retail Packaging

Let’s start with retail packaging, which is all about shelf appeal. Whether packaged in bottles, jars, tins, packets or boxes, the product needs to attract passing shoppers. An eye-catching design can spark curiosity and encourage consumers to make an impulse buy or switch from their usual brand.

Retail packaging can stretch to Point of Sale (PoS) displays which position the product at points where the shopper is likely to pass. This is often by the entrance to the shop or next to the tills; in clear view when you are waiting to pay.

So, the purpose of retail packaging is to attract attention and convince consumers that the product inside is just what they are looking for.

In contrast, online shoppers have already browsed the options and filled their shopping cart when an order is made. It’s the product descriptions and images on a website that do the selling. So why do online retailers need anything more than a standard box for their deliveries?

The Purpose of E-commerce Packaging

E-commerce packaging has a greater range of tasks to perform. Get it right and you, the online retailer can save time and money on order fulfilment, managing returns and even marketing your brand.

When planning your packaging design, it is useful to consider:

1. What is going inside. This will determine the level of protection needed and the dimensions of the box (please note; packaging manufacturers use the internal measurements). In some cases, including internal dividers are recommended, to keep individual items apart and enhance the presentation. You want the goods to arrive in pristine condition and this is difficult to achieve if items have been knocked together and been turned upside down. Remember that you may handle your goods and packages with care, but this is unlikely to continue through all stages of logistics. Request packaging samples so you can test that it is fit for purpose.
2. How the postal boxes or packages will be sealed. There needs to be a balance between securely containing the contents and making it easy for the recipient to open their delivery.
3. The size and weight limits of your chosen courier or delivery company. Sometimes a small alteration to the packaging design can avoid paying over the odds for each delivery. Optimising your packaging, so there is no excessive layers or fillers also ensures the postal boxes are as lightweight as possible.
4. Your packing process. Manual or automated, considered design can reduce the time spent packing. We’ve already mentioned internal dividers and these can make it easy to position items into the boxes. Removing the need for fillers saves time, as do self-sealing solutions that negate the need for taping up boxes.
5. Sustainability. Considering the life cycle of your packaging, for example, has it been made from a high percentage of recycled material?

The majority of e-commerce deliveries are made in corrugated cardboard boxes (typically containing over 80% recycled content), which can be folded flat and placed in the recycling bin for kerbside collection. It’s the same for paper-based fillers and dividers. They will be processed, ready for producing new boxes.

Sustainability also includes considering how you might encourage the recipient to reuse the box (for returns), repurpose it (printed templates to inspire creativity) or recycle it (clear information).

Why Print E-commerce Packaging?

With the functionality sorted out, attention can turn to the print design. You may feel this is surplus to requirements and it is certainly true that many goods are delivered in plain cardboard boxes.

We strongly believe that plain boxes are a missed opportunity. There are 12 internal and external sides to most boxes; an ideal space to build a visual connection between the customer and your brand.

When the customer receives their order, a printed box instantly lifts levels of excitement and anticipation. The unboxing process should continue this delight – bold internal print, a message to the customer, invitations to follow the brand on social sites, discount vouchers and more can be printed on the box. This all creates a positive association with your brand, making you memorable for all the right reasons!

Beautiful, stylish and original packaging is often shared online. If your postal box and contents appeal to influencers, they could greatly extend your followers and reach. That could transform your marketing efforts.

So, retail and e-commerce packaging have different roles to play, but in both cases, the packaging is essential for connecting with the customer.

Advice on E-commerce Packaging for Online Retailers

Aylesbury Box Company has supported many start-ups and established SMEs to develop e-commerce packaging that enhances internal processes and customer experiences. Get in touch on 01296 436888 or enquiries@abcbox.co.uk and we can talk through your requirements and the option.