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Packaging is the first segway for your customer to experience your product, it needs to relay the same message your product is trying to convey to tell a story that will add to the user experience. The design of your packaging has a few tasks, to provide transportation, but to also affect the customer’s perception of your product. For example, a glass perfume bottle with a thicker bottom gives off the perception that the fragrance is more expensive than one without a thick glass bottom. Here are some tips for you to make sure your packaging stands out.

Using Green Packaging

With the world becoming more conscious with the amount of waste that they are generating, companies should also be taking that into consideration. Green packaging is a great way to reduce your carbon footprint and to improve your brand image. It is stated in a recent study that 78% of customers between the ages of 18 to 72 felt more positive about a product whose packaging was made up of recycled materials. Some of the things that you could use are biodegradable bubble wrap, Plant-based biomaterials or Starch-Based Biomaterials. When using green packaging the best thing to think of is the three R’s, Reduce, Reuse and Recycle. If you can reduce the amount of materials you are using by using tougher and thinner materials you will save in shipping costs and the job will get done just the same

Keep Things Simple

 When thinking of packaging there is always too much but that is for you to decide, if you can’t there is nothing wrong with going simple. Simple will make sure that your packages will be packed correctly and the packers will not be overwhelmed with the amount of options that would be needed to fulfill the order. Keeping it simple will also have increased quality because it increases the chance that the package will be packed properly and consistently, this will lead to a more satisfied customer.

Know your Target Demographic

During package design it is extremely important to make sure that you know who your  product is intended to go to. Your packaging needs to match the brand identity so that you will sell the ideal amount that said product. You need to make up different personas that may come in contact with your packaging and differentiate the scenarios so that it is ideal for everyone that you are targeting. Taking your own expertise into account as well, we have all had packaging that gives off an experience that gives you a sense of satisfaction, such as when buying a luxury good they will offer extra packaging like the Louis Vuitton that they wrap around their iconic orange box or when you have bought a product and the packaging was hard to open. Making sure that your packaging is going to appeal to a your target market will make sure that your packaging will be perfect for your purchasing demographic, which in turn will result in more sales.

The Amazon effect is nothing new for those of us who work in the world of logistics. This effect normally refers to the impact that the retail giant has had on traditional brick-and-mortar retail stores, along with the landscape of online shopping. In truth, the meaning of the Amazon effect could be different depending on your intended audience.

A traditional brick-and-mortar retail store may refer to the Amazon effect as the negative impact that online shopping has had on their business. With the millions of products available online, combined with competitive shopping and fast + discounted shipping, the traditional retailers continue to lose market shares at an increasing rate to online marketplaces like Amazon.

A more modern retailer that is eCommerce focused (or solely based online), may refer to the Amazon effect as the need for these small to mid-market companies to have a presence selling their products on Amazon. This new-found need may be due to the marketing vector that Amazon (specifically Amazon Prime) offers, and the increase in sales that this moniker yields. Inversely, they could be looking to offer their products on the site as a defensive posture to help protect against relevant competition currently selling ‘similar’ items on the site. The Amazon effect for some modern retailers is the quantifiable “need” to have your products available on the Amazon platform (either by FBA or FBM… which is another opportunity that deserves discussion).

The logistical arms of companies, parcel carriers, and 3PL’s may have a different view of the term ‘Amazon effect’. For this diverse group, the Amazon effect is the need to provide services that continually evolve, and improve, to remain competitive. This Amazon effect has forced providers to focus on faster order processing with later same day shipping cut-offs, with a decreased dependency on labor. These efforts are pushed forward with technology advancements, automation, and efforts in continuous improvement. The focus on customer service, business agility, and technology have forced these businesses to adapt and innovate.

Even as a consumer/ customer, the Amazon effect is tangible. How many times have you competitively shopped on Amazon to see what other, or similar, items are available for quicker delivery at a more economical price? Additionally, how many times have you gone straight to Amazon to look for your newly-needed item – without looking at a larger big-box store or the product company’s website? Amazon has created a position within the consumers' buying habits that companies strive for – to be the first option.

At Complemar, we can help you provide the best service offering to your end consumer. The strategic placement of our fulfillment centers allows us to offer you 2-day ground shipping for 98% of the population within the contiguous 48 states. Our proprietary software and technology can offer a unique solution for complex challenges (Serialization, Lot Tracking, Alternate item numbers, etc), and helps us drive for best in class on-time delivery. Additionally, our team of experts and business partners can assist you with the navigation of the Amazon effect – and how you can best position your product/ company for continued success with your customers. We pride ourselves in eCommerce fulfillment, Health Care fulfillment, packaging & co-packing opportunities, with a full-service print facility located in Buffalo, NY.

With Amazon's large network of distribution centers, investment capital, technology advancement, and obsession with customer service – the Amazon effect is a real thing that everyone needs to be aware of. It may mean different things to different people within a product's supply chain, but the Amazon effect is affecting the way we do business, whether it is the faster delivery concept that was adopted from Zappos or the quality assurance that Amazon demonstrates on a daily basis. The Amazon Effect is an innovative idea that is reforming and improving the landscape of fulfillment and e-commerce.

Before joining Complemar, my entire experience with the fulfillment industry was as a consumer. My previous background is in food & beverage manufacturing where outside processors and distributors were essential partners.  It’s been enlightening to sit on the other side of the table.  Here is the perspective of my former life. Hopefully, it provides insight into how clients evaluate outside partners from a financial perspective.

Outside Processor/Fulfillment Needs

• Provide flexible production to meet a seasonal surge in demand;
• Provide cost-effective solutions for special projects.  These projects included such things as:

o   Producing multi-flavor packs;

o   Producing special themed marketing & product offerings, particularly during holiday seasons;

o   Distributing products from an acquisition that did not fit in the firm’s current distribution and supply chain functions;

o   Re-working products due to manufacturing defects;

o   Destruction of defective products;

Strategic Partnering

Finance’s role is to provide analysis of the impact on future results while meeting the objectives shown above.

• Operations – it’s essential that operational requirements are understood so that internal base costs are properly captured. A clear understanding of the cost to do the outsourced activity will help lead to a positive financial decision;

• Sales/Marketing – Sales & marketing provide input on the packaging and other materials to operations. Understanding these costs is also critical to analyzing who should procure materials and at what cost;

• Quality – Need to validate potential outside partners for compliance with internal requirements and any costs need to be identified;

• Purchasing – validate costs for additional materials as well as assist with RFQ to make sure all costs are included;

Putting it All Together

After receiving input from the different teams, the finance work begins.  The final analysis should contain sufficient comparison to facilitate a decision.

• Tangible costs of each option compared to base;
• Cost avoidance is an important consideration and should be identified;
• Intangible benefits that have no identifiable costs or savings, but may have an important impact on the final decision of selecting an outside supply chain partner.

Highlighting these factors will strengthen the presentation and provide valuable data for the analysis that determines the client’s final decision.

Think of packaging that is synonymous with its brand. Perhaps Nike’s Swoosh or Tiffany & Co.’s little blue box and white ribbon come to mind. In the cosmetics and beauty industry, where competition is cutthroat, great packaging is critical. Packaging in the beauty industry must be eye-catching and attractive, as well as able to tempt the consumer over the hundreds of other available options.