[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/08\/branding-e-commerce-packaging\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/08\/branding-e-commerce-packaging\/","headline":"E-commerce packaging: Branding beyond the brown cardboard box","name":"E-commerce packaging: Branding beyond the brown cardboard box","description":"E-commerce packaging has become a critical part of the brand and customer experience. Discover creative approaches brands are taking to stand out offline.","datePublished":"2021-09-08","dateModified":"2021-09-24","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/andrew-witkin\/#Person","name":"Andrew Witkin","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/andrew-witkin\/","identifier":579,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/c40a21b2d5487d75fecd024559d5f8ffafb8876c44b94111952c8465fbc50c0f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c40a21b2d5487d75fecd024559d5f8ffafb8876c44b94111952c8465fbc50c0f?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/09\/Build-your-brand_1200x375.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/09\/Build-your-brand_1200x375.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/08\/branding-e-commerce-packaging\/","about":["B2C Commerce",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sap-customer-experience-live\/commerce-live\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/e-commerce\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/e-commerce-solution\/e-commerce-general\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},"Retail Trends, Data, News",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/sustainability\/","name":"Sustainability","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Sustainability","http:\/\/www.wikidata.org\/entity\/Q219416"]}],"wordCount":852,"keywords":["B2C Marketing","Online Retailers"],"articleBody":"With the shift to e-commerce during the pandemic, shelf appeal of a product has gone from a must-have to an also-ran. Now, product packaging is all about how it arrives on a customer’s doorstep.In a world that’s gone digital far faster than anyone expected, companies that make everything from candy to sunglasses have had to reimagine how they market their items. They’ve had to double down on e-commerce packaging and think beyond the nondescript brown boxes showing up at people’s doors.How your product arrives and the unboxing experience is one of most direct touchpoints your brand has with a customer. It’s become paramount as more traditional means of brand marketing have become harder, if not impossible.Here are some creative approaches retailers are taking to e-commerce packaging:Putting their products in reusable boxes that buyers can repurposeFocusing on sustainable packaging materialUsing unique shaped boxes, labels, and printed tape      E-commerce shipping: It can make or break your brand                Providing e-commerce shipping options to consumers is key to avoiding cart abandonment. Get shipping right by listening to your customers.      E-commerce packaging: Make it memorable & delightfulMany of the traditional ways that companies connected with customers have been upended by the pandemic, making product packaging all the more critical.In-person trade shows \u2013 a primary marketing tool for companies across dozens of industries \u2013 became a thing of the past. Networking events were replaced by impersonal Zoom calls. Even activities as simple as using branded items to create visibility were muted thanks to a year and a half of social distancing.Today, brands like Allbirds have set the pace in creative e-commerce packaging that excites their customers.This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowReusable packaging: The multiplier effectMany retailers have upped their game in terms of how they present their products, by putting their products in reusable boxes that buyers can repurpose.Not only is this a more sustainable approach to packaging, but it also provides marketing opportunities by creating a second branded item that will continue to be seen long after the initial product has been used.Customers might also find fun ways to reuse their boxes and post them on social media, extending your brand-marketing efforts.https:\/\/twitter.com\/BeeInTheBreeze\/status\/1216363822333726720?s=20And as it turns out, #unboxing is a popular hashtagThis content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowGreen packaging, sustainable e-commerceIn addition to reusable packages, many brands are focused on sustainable e-commerce packaging. Consumers are increasingly concerned about their impact on the planet and aware of all the packaging waste going to landfills.Brands are trying to reduce the amount of packaging, eliminate plastic, and use recycled, recyclable or biodegradeable packaging. Styrofoam peanuts are being replaced by eco-friendly shredded cardboard infill.Online retail giant Amazon continues to expand its Certified Frustration-Free Packaging program, in which it works with vendors to increase the amount of packaging that is recyclable and comes without excess material.According to Packaging World, Amazon said the recent expansion of the program to smaller products will help elevate the customer experience and drive sustainability in line with its corporate goals.      Corporate social responsibility and sustainability: How to save the earth                Today corporate social responsibility must include sustainability. Discover examples, definitions, and how to attain sustainable commerce.      Branding on a budgetThere are many ways to make packaging unique. Unusual-shaped boxes, printing on the inside of the box, logo-embossed packing tape, and personal notes on receipts are just some of the creative approaches companies are taking.Of course, custom packaging can get pricey. But creative packaging doesn’t have to break the bank.Traditionally, it’s been incredibly expensive to create custom packaging because of high minimum order requirements. It\u2019s one thing for Hershey\u2019s to purchase 100,000 embossed boxes for its high-end chocolate, but smaller retailers don\u2019t have that kind of flexibility.Fortunately, advances in digital printing have made it possible to purchase innovative packages with no minimum orders. This is great news for smaller companies that want to make a visual impact and create a great brand experience.Another option are unique labels that can be affixed to off-the-shelf boxes. At first glance, this might seem a bit \u201clow end,\u201d but even top-shelf companies are using this approach. New printing techniques and materials have taken labels out of the dark ages and given companies of all sizes the ability to compete on a level playing ground.The way e-commerce shipments are packaged will remain a critical aspect of the customer experience, even as stores reopen. E-commerce will only continue to grow, making online deliveries and engaging packaging a great way to build customer relationships and boost brand affinity.  What happens in Vegas …\u00a0creates connections + drives results.Join hundreds of customer experience experts at CX Connect Oct. 6-8. 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