Packaging Insights

The importance of omnichannel packaging for your eCommerce brand.

January 31, 2023
minute read
A retail gift bag and eCommerce box with the same presentation

In today's world, it has become increasingly important not only to make sure that your brand is standing out from the competition but that you are delivering a seamless and integrated experience across all channels. To meet this demand, brands must find ways to provide an omnichannel approach that puts the customer at the center of every interaction. When it comes to retail packaging, this means providing an experience that resonates with the customer and sets your brand apart from the competition.

Let’s look at omnichannel packaging and how you can use it to create a consistent brand experience for your customers.

What is omnichannel packaging?

The omnichannel experience is a retail strategy focusing on a consistent experience across every channel your customers use to interact with your brand. From traditional brick-and-mortar retail stores to digital storefronts and social media channels, it relies on creating a unified experience across all channels. This means having consistent branding, messaging, visuals, and product packaging everywhere that your customer shops for your brand. By using omnichannel packaging strategies, brands can create a seamless customer experience, whether shopping in-store or online.

Why is delivering an omnichannel packaging experience important?

Customers should feel like they are in the same environment no matter where they are shopping – online or in-store – so your eCommerce packages should reflect the same in-store experiences your customers have come to enjoy to ensure a consistent experience across all touch points.

By delivering a consistent brand experience, you will:

  • Unify your brand across all channels
  • Build customer loyalty and increase sales
  • Stand out from the growing competition
  • Align with your customer's sustainability goals

Unify your brand across all your channels.

It's no secret that brands invest money into the shopping experience at their retail stores by providing an atmosphere that is inviting and enjoyable for customers. Retail branding allows brands to tell their story, share their values, and connect with their audience – ultimately leading to brand loyalty. On top of their physical storefront, brands also invest in their digital presence with an engaging online shopping experience, high-quality product photography, and their social media presence.

However, when it comes to online shopping, there is often a lack of attention paid to the packaging and presentation of products after the purchase. Are you delivering the same in-store experience to your customer's door? Or are you missing an important marketing opportunity by delivering your goods in plastic or plain kraft packaging?

Compare a premium in-store experience with the average eCommerce unboxing

By customizing your eCommerce packaging and branding it with custom printed tissue paper or other sustainable and branded void fill, you deliver your brand to your customer's home and continue that enjoyable experience throughout the entire customer journey.

Build customer loyalty and increase sales.

Customers are more likely to purchase from brands that they trust and feel a connection to. If your in-store experience and your social media channels are fun, bright, and bubbly, but your eCommerce packaging doesn't match that same personality, are you bringing your brand's true self to the customer?

Simply adding brand-focused tissue paper to your packaging can increase brand loyalty and customer satisfaction. In a study performed by Package Insight, 8 out of 10 people said their experience was improved when it was packaged with tissue paper. And when you combine that with the fact that consumers with a positive experience are likely to spend 140% more than those with a negative experience, it's safe to say that delivering an omnichannel approach will positively impact your sales and customer loyalty.

Stand out from the competition.

Omnichannel packaging can help you stand out from the competition by providing a unique and personalized customer experience. Many brands use their packaging to tell stories about their products and engage with customers in unique ways. One great way to do this is by utilizing QR codes in your packaging to provide them with more information on how to recycle their packaging or other brand marketing initiatives.

Use QR codes to drive customers back to your online store

Omnichannel packaging is essential for modern brands looking to create a seamless customer experience across all channels. With 71% of consumers expecting companies to deliver personalized experiences from their retailers, omnichannel packaging provides a way for brands to differentiate themselves with personal touches while also boosting customer engagement and loyalty over time.

Sustainability is here to stay.

In the current retail landscape, it is essential for brands to mirror their sustainability efforts across all channels, including both retail and eCommerce. Customers are becoming increasingly aware of sustainable packaging options and expect the same level of sustainability when shopping online as they do in-store. In fact, 86% of consumers under the age of 45 are willing to pay more for sustainable packaging, and 44% of consumers agree they won't even purchase a product if it isn't in sustainable packaging.

Replace your poly bags with Vela paper transport bags

Replacing your single-use plastic poly bags with Vela™ bags (FSC® certified translucent paper-based alternative) or swapping out your poly air pillows and kraft paper void fill for our colorful and brandable SatinPack™ heavyweight tissue paper, you deliver a more enjoyable experience while also being eco-friendly and staying true to your brand values.

Wrapping up

Creating an omnichannel package for your products isn't just about looking good; it's also about creating an effective strategy to help you better serve your customers, elevate your brand over time, and deliver a consistent brand experience. With the right approach, you can create an engaging experience for customers that will drive loyalty, increase sales, and even improve sustainability efforts at the same time.

Investing in custom branded sustainable packaging is one of the best ways to ensure success in today's competitive market.

Contact us today to see how we can help you deliver your brand – safely and sustainably.