Most large companies today operate with an omnichannel approach, maintaining both brick-and-mortar stores and online e-commerce platforms. This approach offers business leaders numerous advantages, including tracking consumer engagement across multiple channels, adapting swiftly to market changes, balancing spending across channels, and executing seamless multi-channel campaigns.
Brands have the responsibility to appeal to consumers in both physical and digital spaces. With the right approach, packaging design can bridge this gap, create a consistent brand experience, and meet consumers where they are.
Although there are similarities, e-commerce and brick-and-mortar retail environments require different packaging considerations due to the unique consumer journey in each setting.
Consumers who shop e-commerce prioritize one thing over everything else: convenience. They want their products delivered to them so they don’t have to go out to a store, but still require the protection, durability, and brand storytelling that connects them to the product. Packaging prioritizes these features by leveraging digital assets to tell their story and by prioritizing protection during long-distance travel and handling by multiple carriers.
The unboxing experience also plays an important role in shaping consumer perception and encouraging positive word-of-mouth marketing. Think of major brands like Amazon, where the unboxing experience is standardized but still provides a sense of excitement.
On the other hand, packaging for brick-and-mortar stores emphasizes visual appeal. The in-person experience allows for greater engagement with packaging through tactile experiences and value-added storytelling.
Ensuring consistent, appealing packaging across all products helps develop brand recognition and a loyal consumer base.
The challenge is in designing packaging that works across both channels.
These days, an omnichannel approach that includes online and brick-and-mortar experiences is necessary. In fact, a business likely needs to demonstrate wins on e-commerce before it can move into retail.
For business leaders, access to frequent data through e-commerce creates opportunities for:
Tracking digital engagement is an easy way to understand more about consumer behaviors and engagement with products, which can be used to help improve online and in-store experiences.
While visuals are an important aspect of creating an emotional connection, packaging design also considers durability, tracking, security, and sustainability. These factors ensure you’re effectively catering to the needs of consumers online and in-store.
The psychology of packaging considers how color, shape, texture, and storytelling influence purchasing decisions.
Although only physical environments provide consumers with the opportunity to understand the tactile features of a package, both physical and online environments require eye-catching visuals. Paired with strong brand storytelling, packaging design can appeal to consumers’ emotions, create a connection, and eventually lead to brand loyalty.
Leaks, breakage, and the need for excessive amounts of tape to secure the package are just a few common frustrations associated with shipping liquid. Your packaging solution should be durable enough to prevent damage during transit while also being convenient for the consumer to open without the hassle of a mess.
These considerations are especially important for omnichannel brands, where a negative unboxing experience can damage the brand's reputation across all channels.
Smart packaging features are drastically improving the ways brands can track and ensure the authenticity of their packaging throughout the supply chain. Here are a few of the most effective and popular features:
These features not only help brands with an omnichannel approach gain consumer trust but also provide valuable data insights for inventory management and targeted marketing strategies across various sales channels.
Modern consumers are aware of the environmental impact of their purchases, both online and in-store. From the materials used to the secondary packaging used for shipping and transport, brands must consider the sustainability of their packaging and develop a strategy for communicating specific sustainability features to consumers.
At AeroFlexx, we have developed a packaging solution that can live in both the e-commerce world and brick-and-mortar stores. By appealing to consumers in both areas, we offer business leaders the opportunity to track consumer engagement across multiple channels, adapt swiftly to market changes, balance spending across channels, and execute seamless multi-channel campaigns. Plus, whereas other liquid packaging companies lose money because their shipping method requires seals, plastic, bags, and additional packaging, our shipping method requires no additional packaging.
It all begins with the right packaging that resonates with target audiences, effectively communicates brand messaging, and drives consumer engagement. Learn more about the important psychological factors that impact buyer decisions: