E-Commerce (Cont’d from Page 1)
unnecessary printing costs or extra packing steps, take care of it on the back end, giving customers access to a portal on your or your carrier partner’s website where they can request and print their own return labels.” Unsurprisingly, sustainability remains high on consumers’ requirements for packaging. It is one of the most active areas of research and innovation for brands, as well as a factor top of mind for environ- mentally conscious consumers, which accounts for a lot more people than it used to. According to Dotcom Distribution’s annual re- search, in 2021, 42 percent of online shoppers re- ported brands’ use of sustainable packaging wins their return business, beating out additives like free samples and gift-like packaging. Likewise, sustain- able packaging was the feature consumers found most appealing (45 percent), compared to other en- vironmental factors including ethical sourcing, fu- el-efficient transportation, and product ingredients. Sustaining Business “Part of creating an eco-friendly packaging design requires understanding and catering to a holistic customer experience,” Haggerty said. “For example, look into reversible and other types of reusable mailers. Being able to reuse packaging for their
“By not catering to various item sizes and types,” she continued, “not only are you increasing the like- lihood of product damage and customer dissatisfac- tion, but you’re likely overspending or misspending on materials. Online shoppers’ tolerance for errors is pretty low, so if something arrives damaged be- cause the packaging was oversized, they’re going to be quick to write off the company that sent it as being incompetent, lazy, or inattentive.” Returning Customers One area that all companies need to address as part of their e-commerce strategy is how to handle returns. The way a company handles its e-com- merce returns impacts how potential and existing customers view a company and, every year, it’s having a bigger impact on consumers’ purchasing decisions. Every year, Dotcom Distribution engages an e-commerce consumer survey. In 2021, when asked if participants would make a purchase from a com- pany that doesn’t have a free return policy, 55 per- cent said no. When the same audience was polled this year, that numbers increased to 59 percent. “Companies can address this desire for free re- turns with a packaging strategy that includes pre- paid returns” Haggerty recommends. “To minimize
(Cont’d on Page 5)
Take the pain out of selecting the right product Picking the best inking system or parts washer for your pressroom can be confusing. We’ll make sure that the products you order decrease downtime, clean your parts and keep your pressroom running efficiently. We speak your language and understand your needs. We may have 10,000 choices in our catalog - but there’s only one solution for you. You Don’t Make Money When Your Press Isn’t Running!
Flexo Market News May 9, 2022 3
www.nvpublications.com
Made with FlippingBook Annual report maker