Frustration-free E-commerce Packaging
Last year, Amazon sellers were encouraged to sign up to a Frustration Free Packaging Programme. The scheme has now closed to new sellers, but as the leading name in e-commerce shopping, what can online retailers learn from the initiative?
E-commerce Packaging for Customer Satisfaction
Firstly, Amazon’s programme was driven by the desire to improve customer satisfaction. They were keen to better understand and meet customer needs. So, what did customers want from their e-commerce packaging?
- Easy to open packaging
Isn’t it frustrating when you receive your delivery but have no easy way into the box? The packer has used so much tape that you can’t get to the goods inside. Many people resort to scissors, knives and other sharp implements to gain access. This approach runs the risk of damaging the goods inside or even causing harm to the recipient. That is not an experience you want to be associated with your brand.
- Tested to ensure the packaging protects the goods inside
The average e-commerce box is going to be packed, stacked, knocked and dropped in its journey to the customer. The packaging must be suitably robust to keep the items inside protected from damage. If your goods don’t arrive in pristine condition, they will likely be returned, so it’s important to design and test that your packaging is up to the job.
- 100% recyclable packaging
Sticking to a single packing material that is recyclable through most roadside collections is a must. Cardboard boxes tick that box, but you also need to consider any inserts or fillers that are used. With clear labelling, you can encourage customers to dispose of the packaging in the recycling bin.
- Less packaging, less waste
Whilst recycling is good, reducing the volume of packaging is better. Many products are wrapped in unnecessary layers, so consider how these can be optimised. It is a fine balance to achieve adequate protection, but nothing more. Remember that reducing the volume of packaging used can make deliveries smaller and lighter, which may help to cut shipping costs.
So, you may never sell through Amazon, but you can apply these basics from their Frustration Free Packaging Programme to inform your packaging decisions and keep customers happy.
