Packaging counts in business. It’s the first thing customers see of a product. So, it influences the way people see your brand, the chances of re-ordering, and if they share your brand to their friends and on social media.
Retail giants know this and this is why they take packaging seriously. But for small online brands and businesses, this is a subject that is often overlooked.
What Customers Think About Packaging
Facts show that people care about the way you package and ship your products to them. A survey by Harris Poll reveals that 48% of customers think that the quality of the packaging reflects the quality of the product. Another survey by Dotcom Distribution found that 52% of consumers are more likely to buy again if the items are sent in “thoughtful packaging.” And, over 40% said they are more likely to share it to social media if received that way.
But what about packaging do customers actually care about?
These are the three things customers notice in shipments (1) if the items were delivered in good condition, (2) custom branding and design, and (3) how eco-friendly the packaging is.
Yes, you read it right! Eco-friendly packaging is a top three concern!
A study for Pro Carton found that a whopping 75% of customers expressed their desire to get items in eco-friendly packaging. That means, the material should be made from recycled components, easily recyclable, reusable, and biodegradable. And, 47% of respondents think that over-packaging is unnecessary and harmful to the planet.
How does eco-friendly packaging impact your brand?
The numbers speak for themselves . Eco-friendly packaging matters in retail. A survey by Dotcom Distribution proves this - 48% of shoppers would think about changing brands if they receive items in excessive or unsustainable packaging.
We’re in a time when consumers consider the planet in their purchases and are fully aware of the power their purchasing decisions hold.
They take it to social media to call out companies whose practices don’t align with their earth-conscious values. Examples are the #WastefulPackaging and #GrabYourWallet campaigns.
As an online business, you know how that could discourage your target market and hurt your brand.
This means that evaluating your current packaging and the cost-benefit of using eco-friendly packaging for your products is worth considering. This is a decision that can boost your brand, especially if you say sustainability and ethics are in your DNA.
How To Use Eco-Friendly Packaging Right
Data says that eco-friendly packaging can boost your brand, which ultimately, will push sales and overall business value. But how do you even begin? And more importantly, how do you use it to your advantage?
Here are four tips to help you get it right.
1. Use less packaging, always
Less is more is the way to go, even with eco-friendly packaging.
You’re not being truly eco-friendly if you’re only switching materials. So, have a long good look at your current product. Then ask yourself, have you already used the least amount of packaging possible?
Then, make necessary changes to pack it in the most efficient way. The less you use, the less resources you take and the less trash you create.
Ultimately, the better it is for the planet. All these matters to customers who are growing more aware of the environmental issues.
2. Get a reliable eco-friendly packaging supplier
Before committing to a supplier, think about your product and its packaging needs. There’s no point using eco-friendly materials if it doesn’t suit the needs of your product. So do your research.
Then, look for potential suppliers who can provide the most suitable packaging solutions.
EcoEnclose is a great supplier for your packaging needs. It produces recycled shipping materials such as mailers, boxes, clear bags, labels, and sealing tapes. Most of which can be custom branded for your business.
3. Take this chance for a brand identity update
Any substantial change in your business, product, or service is a great opportunity to update your brand identity. It’s no different when you change your packaging. Switching to the eco-friendly choice will certainly change the way your offers look and feel. So grab this chance for a makeover.
Make elements such as your logo, color palette, typography, imagery and shapes reflect this important change. These should be designed in a way that connects with your target market while staying true to who you are and what you stand for.
Remember, custom design and brand is a top two concern among online shoppers.
4. Use it as a marketing edge
When you switch to eco-friendly packaging, make sure to tell the world that you are committing to a healthier planet. Use it to set your brand apart and catch the attention of your target market.
Most importantly, hook customers through sincere and thoughtful gestures. In every package you send, do one or more of the following. Include a thank you note. Explain how their purchase is contributing to sustainability. Be generous with ideas that reuse, upcycle, or compost their packaging.
These little gestures will encourage customers to buy from you again and share your brand on social media. This will increase brand awareness which will help you grow your sales. Aren’t those amazing consequences for doing right by Mother Earth?
Conclusion
Using or switching to eco-friendly packaging is a serious decision to make for your brand and business. It takes time and resources.
But when done right, this new green credential can open up greater opportunities for your business.
So feel free to use these tips to help you decide and grow your business by being the “green option” in your industry.
Thinking about making the switch to eco-friendly packaging for your business? Or have you already done so? Share your experience in the comments below!
Melanie Montaño
Blog Writer
Melanie is a sustainability + eco-friendly living freelance writer for hire. Helping green businesses grow and save the planet through her writing is her dream job and her life mission. She’s a hands-on mom to a toddler, so ensuring that the next generations get to enjoy the planet is personal to her.
Sources:
Dotcom Distribution, https://dotcomdist.com/unwrapping-the-customer-experience/
Sealed Air, A consumer survey conducted by Harris Poll, https://sealedair.com/file/packaging-e-commerce-success
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