You have everything perfect: your online store is easy to use (good usability), your digital marketing efforts are running smoothly (ads, social media posts, campaigns, and promotions), customer service is top-notch – after all, you ensure everything arrives on time, customer support answers all questions, and no email goes unanswered – and you even accept all forms of payment. But even so, it's not booming; it seems like just another one in this vast virtual world. The logistics are perfect… Or are they? Have you considered the packaging in which the products reach the consumer?
Yes, of course you have. You've taken all the precautions to protect the purchase against damage and theft, to ensure the entire delivery process is properly tracked and secure, and that the weight is appropriate for the product in your online store . But many people think that logistics ends there, when in fact it also encompasses several other aspects, such as the appearance of the packaging, for example.
Well-made packaging sets you apart from the competition
If you think that only the product itself matters, you're going against the grain of digital marketing . You may never have stopped to think about how much of a difference it makes: packaging can be precisely the key differentiator that puts you ahead of your competitor – or far behind. A good digital marketing strategy includes attractive, ergonomic, and safe packaging. Believe it or not, it can indeed make a customer return to buy from your online store or choose another one.
Yes, product safety comes first. A 2011 study by Jean-Pierre Lacroix showed that this is the most important item for 64% of e-commerce consumers . But packaging is the image of the company and is a very powerful branding tool. To give you an idea, the same research showed that 32,9% of consumers like to see in the online store what packaging the product will arrive in. Well-made, well-finished, safe and attractive packaging conveys more security to your customer, strengthens the image of your business and consolidates branding. An investment that is worthwhile regardless of the sector of your online store.
