An independent survey has called for increased focus on packaging strategies by brand owners to optimise sales across multiple platforms.
The objective of the survey, which was commissioned by brand empowerment specialist API Group, was to gain insight from brand owners and packaging designers.
Less than 25% of the respondents in the survey identified packaging as a major contributor in fuelling online sales, even as 73.5% opined that e-commerce/online shopping is an important medium for brands and products.
Results of the research also revealed that 63% are of the view that the growing e-commerce market reduces the significance of physical packaging for consumers.
API Group commercial director Richard Burhouse said: “The results indicate that there is a mindset in the industry which believes packaging isn’t as visible a part of the online sales process, and therefore there is no need to invest in eye-catching finishes and embellishments to drive impulse buys.
“But it’s hard to ignore the fact that so many consumers are heading online to make purchases and with a crowded e-commerce space, now is the time for brands to invest in packaging strategies which create a connection with the customer no matter what the purchase channel.”
Burhouse stated that brand owners need to consider customer interaction, which includes how consumers react on receiving the product after delivery, while optimising packaging for an online audience.
He also underscored the importance of packaging, stating that it creates a first physical impression of a brand even if it is bought online.
Burhouse added: “Brands should focus on not just making an initial impression and standing out on shelf but making a lasting impression and how a product and its packaging makes the customer feel. This applies across all platforms, but now more than ever online as we continue to see the rise of e-commerce.”
Furthermore, he noted that brands should enrich the experience of customers by featuring embellishments on the product’s packaging and customising the packaging according to the needs of the targeted audience.