Akron-headquartered Smithers’ expert analysis has published a report on ‘The Impact of Omnichannel on eCommerce Packaging’. The report provides details about the current structure of omnichannel campaigns along with multiple case studies. 

According to the Smithers press note, “Omnichannel marketing is the integration of the various channels that organisations use to interact with consumers, with the goal of creating a consistent brand experience. It enables brand engagement, promoting good customer experience.”

The first tactile experience of a brand for a customer is when they actually unpack the gift at home. The comprehensive guide explains how to design and assemble a visually stunning delivery package that enhances the brand's reputation and creates a memorable unboxing experience for customers.

Ecommerce 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 radio-frequency identification (RFID) or near-field communication (NFC) tags, and scannable 2D data matrix QR codes can increase the efficiencies in warehousing and logistics.

The Smithers press note said, “Investments in a new generation of forming, converting, and filling equipment can optimise order turnaround for an eCommerce seller. This improves customer service, while innovations in digital print equipment allow for each pack to be shipped fitted with a personalised message to the consumer.”

The eCommerce 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.

As packaging buyers recognise the critical role that packaging plays in retaining customer loyalty and demonstrating a commitment to the consumer experience, they are looking for new and innovative ways to make it easier for customers to return products.

One of the most promising solutions is the use of reseal tabs or fixtures, which allow customers to easily seal up a package and return it without having to worry about it opening up during transit.

In omnichannel, the sustainability of a pack takes on an increased importance which can be a critical differentiator between sellers. This places an emphasis on right-sizing packaging, selecting the lowest carbon materials, and building recyclability into delivery formats.

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