£133 billion was spent on online shopping last year and as consumers continue to embrace this change in their purchasing habits, seeking out convenience and the ‘next-day’ delivery promise, many online retailers are playing catch up optimising their protective packaging strategies.
Online retailers are often criticised for excessive packaging in the pursuit to getting their products to their customers in pristine condition. Research shows that consumers can be brutal in their decision making after receiving damaged goods. Research shows that a massive 73% of consumers who receive a damaged shipment are unlikely to order from the same retailer again. This in effect becomes a lost customer and not only that, with the ever growing strength in social media ‘reviews’, this also becomes a huge PR headache as far as damage limitation is concerned. It’s easy to see why retailers are keen to avoid this scenario, however, by not getting their protective packaging properly optimised for their specific products creates the on-going issue of unnecessary packaging.
With the spotlight on the environment and with consumers making decisions based on a company ethics and social responsibility – the retailer is faced with a challenge in finding that all important balance in recycling, re-use and reduction expectations, as well as getting goods delivered intact. According to a recent survey*, more than 70% of consumers think retailers use too much packaging for online orders, creating an extra one million metric tonnes of waste every year. That’s a staggering figure and really shows that consumers expect and demand more sustainable and environmental action. It also revealed that 66% of consumers had received their order and the protective packaging was much bigger than the actual item. This is a complaint that is often aired on countless un-boxing videos on You Tube with consumers again highlighting that retailers need to do more.
58% felt the excessive packaging was often difficult to open and once finally inside their parcel, found the internal packaging difficult to dispose of responsibly. 62% agreed that they would think more of the brand or retailer if they did more to address these issues.
Getting The Balance Right
There are a few simple steps that can be put in place to ensure the Retailer can delight their customers again and again with successful deliveries of undamaged goods, as well as refining or optimising the packaging used. Getting the right protective packaging for the product is absolutely vital in reducing waste, getting the right sized packaging and helping the consumer to recycle more. This will result in not only a cost reduction for the retailer but also happier customers who appreciate the efforts being made.
Talking to industry experts in protective packaging can really help an e-commerce operation optimise process, materials and costs. At Acopia, we have over 40 years experience in helping our customers achieve just that. Why not put us to the test and talk to the team today as we head towards the busy peak season.
Survey conducted by Clouder.co.uk