Elizabeth Corbett, an expert in packaging strategies for e-commerce brands, joins to shed light on crucial packaging mistakes many businesses make. She emphasizes the power of packaging in enhancing the customer unboxing experience and how it can directly impact costs. From the importance of sustainable options to creative strategies for saving on shipping, she covers essential tips for navigating challenges like returns and porch piracy. Corbett also highlights the growing significance of eco-friendly solutions in a competitive landscape.
E-commerce brands often waste money on unnecessary packaging, so optimizing size and materials can lead to significant cost savings.
Sustainable packaging solutions are increasingly important for brands to meet consumer expectations and enhance their environmental impact.
Deep dives
Optimizing E-commerce Packaging
Many DTC brands make costly mistakes with their packaging. For instance, supplement brands often spend unnecessarily on secondary cartons that are not needed for e-commerce shipping, which can waste between 20 cents to a dollar per unit. Additionally, brands are encouraged to reconsider the materials they use; instead of expensive jars, flexible packaging can serve as a more sustainable and cost-effective refill option, reducing both packaging costs and environmental impact. Ultimately, packaging decisions should also focus on the customer experience, as a well-designed package can enhance brand loyalty and encourage repeat purchases.
Shipping and Cost Efficiency
Packaging size significantly affects both shipping costs and overall product appeal. Oversized boxes can lead to higher shipping fees and can create a negative perception for customers, who may feel misled if the box is larger than the product inside. Smaller packaging sizes can lead to savings and can also allow brands to negotiate better rates with suppliers. The opportunity to utilize Amazon's 'ship in its own container' program could further enhance efficiency and reduce costs for DTC brands, particularly those selling bulky items.
Sustainability Stances in Packaging
Brands are increasingly expected to adopt sustainable packaging practices to meet consumer expectations and regulatory demands. While switching from plastic to paper may seem appealing, it is often more beneficial for brands to focus on using recycled materials and ensuring their packaging is easily recyclable. The packaging needs to not only protect the product but also clearly communicate its sustainable aspects to the consumer. Exploring options like 40% post-consumer material in pouches can help brands meet their sustainability goals with minimal cost increases.
Navigating Packaging Costs and Sourcing
The cost of packaging can be a significant factor in the overall expenses of DTC brands, ideally falling within the 4-7% range of the product's selling price. Brands are advised to consider the entire cost structure of their packaging, including labor savings that can arise from efficient designs. Sourcing options are evolving, with brands encouraged to explore alternatives to China for packaging production, particularly when shipping costs have soared. As brands navigate these waters, it may become essential to assess how production locations and sourcing strategies impact costs and quality.
Elizabeth Corbett discusses the biggest mistakes e-commerce brands make with packaging, the opportunities they're missing out on and the easy ways you can save on packaging costs.
Packaging is one of the most important aspects to improving your customers' unboxing experience.
Its the one opportunity you have to communicate with your customers so you should be investing quite a bit into it.
That's why we've invited Elizabeth Corbett to the podcast to talk to us all about packaging, the biggest mistakes brands make, and why you should consider eco friendly solutions for packaging.
Here's some timestamps to get you by:
00:00 - Introduction
01:28 - Packaging Mistakes
04:11 - Packaging Waste and Cost Savings
07:00 - Benefits of Shipping In Its Own Container
10:43 - Dealing with Porch Pirates and Returns in DTC Packaging
14:41 - Considerations for Sourcing Packaging Materials
18:55 - The Impact of Freight Costs on Packaging
27:25 - The Growing Importance of Sustainable Packaging
33:34 - Contact Elizabeth for your packaging concerns
As always, if you have any questions or anything that you need help with, reach out to us at support@ecomcrew.com if you're interested.
Don’t forget to leave us a review on iTunes if you enjoy our content. If you have any questions, send us an email at support@ecomcrew.com. We'd love to help you in any way we can.
Thanks for listening!
Until next time, happy selling!
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