Packaging is important. Even though many people don’t think much about it, packaging can be the unsung hero — or unnoticed villain — of a business in terms of customer retention, new customer acquisition, quality control, operating costs, sales revenue and overall profitability.
This is why product packaging strategy is essential for every business, whether it is shipping five packages a day or 5,000. Several aspects of your business need to be accounted for as you consider strategic options. Let’s take a look.
Function
The primary role of packaging is to protect your shipment. Even the best-looking box won't impress customers if their order arrives damaged. In food packaging, a key area for GWC Packaging, function is critical to prevent spoilage and costly returns. We offer packaging testing labs to help you choose the most protective materials and shipping containers.
Cost
Packaging must also be cost-effective. If you prevent damage but spend $25 per box, you may please customers but hurt your bottom line. A packaging partner can help you find ways to reduce costs without sacrificing protection.
Marketing
Packaging on a retail shelf or arriving via delivery needs to stand out and convey quality. Creative designs, colors, and graphics can attract attention, while plain packaging may be a better fit for budget-conscious brands. Your packaging strategy should align with your brand's messaging.
Customer Convenience
Packaging should be easy to open, recyclable, and user-friendly. Consider features like easy opening, return functionality, and tamper-evident seals to improve the customer experience. Avoid materials that cause hassle, like messy packing peanuts.
B2B Issues
If you are shipping to businesses rather than directly to consumers, all of the above issues are still applicable, as well as others that apply to bulk shipments. Among the most important:
- Palletization: Secure palletized loads with stretch film, banding, or similar materials to prevent shifting. GWC Packaging can help balance cost and function.
- Product Identification: Use color coding and symbols for easy load identification. Tamper-evident or clear packaging speeds up inspection.
- Packaging Requirements: Know customer packaging needs early, especially for sustainability goals. Missing standards can cost business.
Need Help With Your Packaging Strategy?
Weighing the many factors of a winning packaging strategy is not a task you have to undertake alone. Our experienced team has worked through all of the issues described above and many more. We are here to help, so please contact us today.