Omnichannel (Cont’d from Page 1)
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ating critical decisions for how the latest formats can be integrated into a successful omnichannel strategy. Smithers’ analysis identifies the following top op- portunities for packaging in an omnichannel sales landscape: Automation — Investments in a new generation of forming, converting, and filling equipment can opti- mize order turnaround for an e-commerce seller. Delivery channels — The e-commerce market is expanding beyond conventional delivery channels with new distribution channels, such as click and collect, and same-day fulfilment, which demand their own consideration from packaging designers. Returnability — Product returns are far more fre- quent in e-commerce, especially in segments like clothing and fashion, and any omnichannel solu- tion needs to consider its implications. Improving pack returnability through reseal tabs or fixtures, and easy-to-use address labels is an area of much innovation in 2023, as packaging buyers acknowl- edge its important contribution to retaining loyalty and demonstrating a true commitment to the con- sumer experience. Sustainability — In omnichannel the sustainabil- ity of a pack takes on an increased importance, it can be a critical differentiator between sellers. This is placing an emphasis on rightsizing packaging, using a minimum of secondary or protective ma- terials while still ensuring the safety of the goods under shipment, as well as selecting the lowest car- bon materials and building recyclability into deliv- ery formats. Unboxing — In e-commerce the first tactile ex- perience of a brand for a customer is when they actually unpack the gift at home. In this omnichannel environment, there is a pre- mium to invest in innovative, harmonious packag- ing designs, materials and graphics that make the best impact. A clever, luxurious delivery pack is much more likely to bolster the receiver’s overall perception of the brand; once they are removed from the myriad visual cues found in physical retail environments. Smart packaging — E-commerce is increasingly dependent on customer information and repeat interactions to build up a digital profile that can be leveraged for repeat sales. Fitting omnichannel packaging with RFID or NFC tags, and scannable 2D data matrix (QR) codes, can support this, in- cluding relaying information in real time to give new efficiencies in warehousing and logistics.
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