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Importance Of Packaging And Labeling In eCommerce Marketing

Puneet Bhalla

Associate Director - Marketing @ Shiprocket

October 11, 2017

3 min read

Like all forms of businesses, the end product that you send to the customer has the most value. It does immense harm to your business if you send a product to your customer that gets damaged in the process of shipping or delivery. And when it comes to eCommerce businesses, the importance of packaging can be manifold. Remember that a customer does not have the option to physically touch or test your products. He/she completely relies on eCommerce company to get the product delivered. As such, you should take utmost priority to ensure that the product reaches the customer in the right condition. This can be done through proper packaging of the products.

Why Is It Essential To Invest In Packaging In eCommerce

With eCommerce businesses expected to exceed more than $300 billion, more and more businesses are investing  a lot of their funds towards improved packaging and labeling. The main objective of the improvement in packaging is to ensure that the product is delivered to the customer in its best shape.

With proper labeling you would like to promote your brand. It will be great for your business if the customer gets your product in good shape and condition. If the customers are satisfied, there is always a chance that they will again order from the same merchant. This way your business will grow.

Proper Packaging Reduces Company Costs

While many businesses tend to overlook this fact, but proper packaging in eCommerce also reduces the company’s cost. For example, if the customer gets the product in the right condition, there are rare chances of returning it. On the other hand, if the product is damaged, the customer will return the product and ask for a refund or a new product. In this way, the company will again have to incur extra costs to reship the product, and in case of refund, they will need to reimburse the price. Both ways it is a loss to the company.

Proper Packaging And Labeling Creates Good Impression and Brand Identity

Like all other businesses, proper packaging also helps create the first impression for your customers. Always remember that first impression is the last impression. A customer’s impression about your business will automatically be good if he or she gets a good package. Moreover, proper packaging always helps to create brand identity. You should add a proper customised label with your brand logo, brand name, social profiles, etc. This will help you to stand out from the other competitors and create a distinct brand value.

The package that you send to customers should also consist of essential information about the product and other useful info, such as handling tips, manufacturing, and expiry dates etc. This is more important if you are sending items such food, cosmetics or health products. This way your business will be able to gain trust of the customers and they will want to order again.

Packaging Should Be More Than Just A Container

Last but not the least; packaging should be more than just a container. It should be created in such a way that it stores and protects the item from wear and tear. In the case of food items or health products, the package should be temperature controlled. Always remember that your package need not be too sophisticated, but it should fulfill the important objectives: to help customers get the product in the right condition and to promote your brand value. If these two are met, your eCommerce business is bound to grow and enjoy a good impression.

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