Packaging has always been a necessary part of retail, but its requirements are fast changing in the era of eCommerce. It’s gotten a lot more complex than whether or not a design will get your goods will get safely from A to B. It’s increasingly about how your goods will look whilst doing so. In 2019, packaging designs will be underpinned by a host of questions: Who is going to see it? How does it represent our brand narrative? How does it present a marketing opportunity for our brand?
The reason? The rapid growth of eCommerce is not the end of the story. If it was, all of us would still be shipping our goods in generic cardboard boxes! So-called ‘customer experience’ wouldn’t be important, beyond receiving goods in a timely manner and in one piece. But gone are the days when online stores were a parallel system totally detached from other operations. Today’s customers are expecting much more from the brands they love.
Today’s consumers don’t perceive brands as siloed channels which have little interaction with each other. Armed with smartphones and data, they glide between channels on the go; they browse online and shop in-store, or vice versa. They see products on social media and follow them back to the source. They want to return or exchange products by whichever channel is most convenient for them. In short, consumers want a seamless, integrated retail experience.
In this omnichannel environment, versatility is the biggest buzzword for packaging design for 2019. Never before has it been so vital for packaging to accomplish so many diverse and sometimes conflicting roles. Designs need to be at home in- store and in transit, and able to be freely swapped between them. Consumers now have multiple touchpoints with brands, so packaging presents an online marketing opportunity on a bigger scale than ever before. In short, premium customized packaging is no longer the domain of luxury brands; it’s become a yardstick to measure the ‘shareworthiness’ of all our retail interactions.
For Millennials and Generation Z, who are gradually making up a bigger share of the consumer market, this ‘shareworthiness’ on social media counts for a lot when it comes to brand loyalty. They crave experiences which are exciting and memorable, whether it’s first-hand or viciously through someone else. In response, brands are moving towards Instagram-ready designs, striving for a stellar unboxing experience to complement their product. They want to be talked about, and to leverage any user-generated content to their benefit. But first, they need to give their customer something to talk about.
Having your retail staff wrap up in-store goods with premium packaging at the point of sale demonstrates your commitment to the small touches that make a customer experience exceptional. In your eCommerce operations, it’s a clear effort at establishing a personal connection in a space that lacks face-to-face interaction. It’s a powerful exercise in brand storytelling, because packaging delivers a very tangible value proposition. It tells consumers whether they should (or shouldn’t) be paying attention to your brand. When your parcel arrives on your customer’s doorstep in attractive, bespoke packaging with a handwritten thank-you note, you are delivering strong pitch; a personalized, memorable, and most importantly shareable experience that will keep them coming back for more.
So, where does this leave packaging in 2019? With a need for designs which are both aesthetic and practical. That can be a sophisticated online marketing tool whilst still fulfilling its traditional function. In this respect, the plain cardboard box has had its day – consumers both want and expect much more from the brands they are loyal to.
Beth Owens is the content strategist at noissue.co. noissue is built on the belief that being environmentally responsible in your packaging decisions doesn’t have to come at the cost of high prices or quality. Our low minimum order quantities and quick turnarounds mean that we are suited to help everyone, from small independent businesses to fortune 500 companies. We provide the premium packaging solution that doesn’t harm the planet, so you can get back to what is most important: your business.