During the lockdown, 96% of UK residents ordered online products that required a home parcel delivery. Being the only way many businesses could operate, this called for companies to invest more time and thought into their packaging.
As home delivery becomes more integral to modern consumerism, packaging is becoming valued more highly by customers. Online shopping is an experience, so continuity is expected.
Since the pandemic began, the most successful businesses were the ones that adapted to the lockdown restrictions and used this to their advantage. Packaging became a brand-building tool that can make or break a customer`s review of an online order.
The unboxing experience
Even before we relied so much on home-delivery, packaging was becoming more important as customers came to value the `unboxing`.
At the height of YouTube`s popularity in the early 2010`s, unboxing videos became a megatrend amongst Youtuber`s across all fields. Whether it was gadgets, beauty or fashion, people wanted to see what people were buying.
The videos would review the products, but also the packaging and this is perhaps what caused the chain reaction of the rise in packaging importance. Viewers would favour the videos with something interesting to `unbox`, and so with this demand meant brands simply had to follow.
Thoughtful purchasing
One positive to come out of the year in lockdown is the change in people`s appreciations of small businesses. `Support Local` was one of the many slogans that were thrown around over the pandemic, and websites supporting local companies experienced a boom in interest.
Consumers have become hyper aware of the businesses they are choosing to support, with many trying to reduce their purchases from the big players like Amazon, rather opting for the independent or family run businesses.
The difference between the customer experience in ordering from big and small businesses is vast. When people order from large conglomerates, its for convenience and speed, whereas small businesses use the sensory experience to their advantage.
Brands running on `Depop` or `Etsy` take pride in their presentation and this is something that consumers have come to value. There is an intimacy in supporting local, and the thoughtful touches were a perfect marketing tool for a time when people are missing interpersonal closeness.
A continuity of experience
Although packaging can be seen as brand-building, rogue decisions could also be to a business`s detriment.
In this generation, we are actively encouraged to care about how our decisions impact the planet, and ethical purchasing is no exception. Product-wise, we are overloaded with alternative choices that are ecologically kinder than the norm. Bamboo toilet paper, re-usable makeup remover pads and beeswax clingfilm to name but a few.
The worst `eco-conscious` brand pitfall can be its packaging. If customers order these products in a bid to be more ethical and find that the packaging is excessive and full of plastic, they will automatically feel disappointed in the company before they have even seen the product inside.
Likewise, with smaller businesses, customers have come to expect a personal touch to make their order and support feel worth sacrificing the convenience of a bigger firm for. A handwritten note or a decorative flourish will go a long way when it comes to gaining customer loyalty.
Don`t assume the customer will just see attractive packaging and think superficially – make sure it feeds into their order too.
Stay on brand
If your company preaches a `no fuss, no frills` message, it would be wrong to overload the packaging with items that feel irrelevant to the product, whereas some more luxury companies will find success in adding extra aesthetic additions and valuable testers to create a more sensory experience.
The latest ethical home order sweeping millennials is the `OddBox` – a company minded to reducing the waste in misshapen and under-used fruit and veg. The subscription box is delivered in the early hours of the morning to your front door and comes in a plain cardboard box with no excessive décor or labelling.
This is the perfect example of how packaging is all about consistency. Consumers order the `OddBox` to feel like they are making ethical choices and being kind to the planet – they do not need any extra aesthetics to distract from this, so ultimately any investment would be a waste of business budget.
Certain products and companies call for more thought with packaging. Luxurious beauty products are perfect for adding additional features as customers will appreciate the `try-before-you-buy` element to the order. If your products are expensive, a trial run will almost certainly increase the likelihood that consumers will go to purchase the real thing.
Finally-
Always remember that consistency is key. Consumers may want an aesthetically pleasing experience, but if this is totally inconsistent with your brand message then this will only work against you in future.
Stay true to the business values and keep your integrity – you can`t go wrong!