It’s no secret consumers get excited when they receive a package that is more creative than a traditional brown box. Brands that understand this and have made an effort to provide unique packaging have created memorable experiences for their customers that improve their brand perception.
It’s the dead of winter and your high-end fashion brand has just beat the holiday rush. Suddenly, thanks to an overly lax return policy, you receive an influx of returned swimsuits. What’s an eCommerce brand to do?
The holidays are tough on even the most experienced online retailers and the pressure on eCommerce brands only seems to grow. Not only are eCommerce brands competing on the basis of price, but shipping speed can make or break customer perception and loyalty.
Despite the importance of proper inventory management, many brands fail to track and organize their stock keeping units (SKUs) with any consistency. While this does not always pose a problem early on during a brand’s lifecycle, it can cause severe repercussions as growth escalates. Effective inventory management is the first step toward long-term, omnichannel success.
Those familiar with unboxing—where online shoppers document and share themselves unwrapping packages—are likely aware of its rapid growth in popularity on social. From 2013 to 2014, views of unboxing videos grew 57 percent. In 2014 alone, YouTube housed 1.3 million unboxing videos with 10.3 billion collective views More importantly,62 percent of users viewing unboxing videos are actually doing product research and intend to purchase.
Is your target market part of the 61 percent? According to a recent Dotcom survey, 61 percent of consumers have considered green packaging when deciding where to shop, and 57 percent of shoppers said that green packaging is important. Green packaging is no longer only for the tree-huggers-- and as environmentally-conscious consumers continue to grow in numbers, brands failing to adapt will be left empty-handed.
Sometimes a consumer’s first physical interaction with an online brand occurs when they receive a delivery, making the design and strength of packaging essential to cultivating long-term brand advocates. While a customer’s enthusiasm for a package usually centers on the product inside, a well-designed package can represent an in-store experience and excite customer so much so that they will be motivated to purchase again or share on social media.
Increasing sales is a major challenge for retailers. Shoppers have unlimited options when it comes to products and retailers from whom to purchase those products. Rather than leave it to the customer to come to them, retailers should make their products readily available to the consumer no matter where they shop. How? When retailers expand into new distribution channels, they reach new customers, build brand recognition and increase profits.
In early June, our CEO Maria Haggerty had the honor of speaking at the annual Internet Retailer Conference and Exhibition (IRCE). She and James Rhee, CEO of Ashley Stewart, delved into our partnership with Ashley Stewart. Together, the two companies faced a challenge that increased shipping costs by 13 percent and had the potential to impact the customer experience: dimensional pricing (also known as dim pricing.) Dim pricing is a policy change from the major carriers that places more emphasis on volume than weight in determining shipping prices.
Consumers shop online more than ever before, and online retailers continue to improve the customer experience. Creating loyalty can still be a challenge for online retailers. eCommerce retailers have a limited and significantly less tactile offering that creates for them additional obstacles beyond those of a traditional retailer.