The sphere of product packaging is intricate. From the design elements of a candy bar covering to the delivery box delivered directly to your doorstep, significant consideration must be given to the plan, components, and optimal strategy to achieve the intended objectives. In general, these functions vary based on the type of packaging, such as conventional retail or online commerce. Businesses of all sizes should understand the fundamental differences between these two types and how they could potentially impact the financial outcome.
To offer assistance, we will delve into the essence of these two categorizations and a couple of the most commendable approaches for each that every brand should be adopting.
Let’s start with retail packaging. Designed to have visual appeal while still ensuring protection of the product, this category relates to the design and materials used for items displayed on store shelves. Examples include the previously mentioned candy bar wrapping or a cereal box featuring colorful animated characters. It can also encompass exhibition packaging for the products, like the fasteners for hanging displays or a tray to optimize shelf placement for small items.
The elements integrated into the design are intentional and aimed at capturing the attention of consumers. Common attributes include product visuals, brand colors, notable distinguishing features from competitors, and other aspects of deliberate labeling. The effectiveness of these elements should not be underestimated. According to a recent survey, 72% of American shoppers state that their purchasing decisions are directly influenced by the design of product packaging.
This level of packaging requires careful consideration, as it also serves as the first line of defense for the product. Durable materials are necessary to ensure the product withstands handling, conveyor belt transport, and other movements from the warehouse to the store shelf. In other words, retail packaging must not only “promote” the product but also preserve its integrity.
Now, having acquired a solid understanding of retail packaging, let’s delve into the differences in e-commerce. Essentially, this category relates to the design and materials used for packaging to protect the product during the shipping process. Examples include corrugated cardboard boxes and lightweight plastic shipping pouches, also known as poly mailers. E-commerce packaging requires sturdy materials as it traverses conveyor belts to delivery vehicles and all the way to the customer’s doorstep, regardless of weather conditions.
While visual appeal is not the primary focus, it still requires meticulous consideration. Specific branding elements and marketing strategies can enhance the customer’s “unboxing experience” and support other brand initiatives. An increasing number of businesses are recognizing the significant impact of a memorable unboxing experience in strengthening the brand and encouraging repeat business.
Hopefully, this brief overview has helped clarify the distinctions between these often confused packaging terms. If you wish to further explore the differences between e-commerce and retail packaging, please refer to the related resource provided by QC Conveyors.
Guide created by QC Conveyors, a leader in heavy duty belt conveyors
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