It’s not a revolutionary statement to say the world of retail has gone digital. Today’s consumers are connected via their mobile device 24/7, and making purchases online is no longer a growing trend, it’s the norm. With this shift, our digital lives and our consumer habits are merging and packaging's role in advertising is growing.
"67% of Millennials and 56% of Gen Xers prefer to shop online rather than in-store."
Source: BigCommerce
So, what happens to the storefront? In the digital age, brick and mortar stores are no longer a required part of the customer journey. The opportunities for retailers to create branded experiences as part of the product purchase have been reduced, but there’s one part that won’t be leaving anytime soon - and that’s packaging.
In the world of eCommerce, packaging is becoming a key part of the conversation because it is sometimes the only physical touchpoint your customer will have with your brand, apart from your product itself. Your packaging not only delivers your product safely to your consumer’s door, but it also delivers an experience that online shoppers crave. Unboxing, anyone?
Because of how consumers are buying online and using photo-heavy social sites such as Facebook, Instagram, and Pinterest, packaging is becoming as “gramable” or “pinworthy” as the products it holds. E-retailers have clued into this trend and are capturing the attention of online audiences by including covetable packaging in their online advertising, right alongside their products:
By including great design, clever use of copy, and engaging graphics, eCommerce retailers and subscription box brands are taking packaging to the next level and delivering an experience that drives value. This packaging takes its job seriously and is a serious delight for consumers.
How are you delivering an experience via your eCommerce packaging, or what great experiences have you had? Post your stories on our Facebook page!
Download the Fantastapack Flipbook - a FREE digital PDF with tons of photos and guidelines to make sure your next packaging project is an advertising vehicle for your brand.