With the process of business globalization, competition is becoming increasingly fierce.
In today’s highly competitive retail environment, establishing a consistent and engaging brand experience across multiple sales channels is crucial to business success. A good brand will make customers more trustworthy, and It’s easier to build lasting relationships with customers. Packaging design plays a pivotal role in achieving an effective omnichannel strategy. This article explores the concept and role of omnichannel, explores the differences between e-commerce and brick-and-mortar retail packaging design and the characteristics of each, discusses the potential stringency and differences in packaging requirements for brick-and-mortar stores, and highlights the challenges entrepreneurs have in designing products for different environments. Key variables and key issues to consider when designing packaging for sales channels, with examples of brands that excel in creating superior omnichannel brand experiences.
What is omnichannel?
Omni-channel refers to a multi-channel, comprehensive retail approach in which companies provide customers with a seamless, more intimate and consistent brand experience across various sales channels. It involves creating unified presence, messaging and customer service across the entire customer journey, regardless of the channel or touchpoint they engage with.
Producing packaging solutions for online and in-store retail environments
1. Unique visual appeal: E-commerce packaging design must effectively attract attention in the digital environment and make customers’ eyes shine, while physical packaging needs to stand out on physical store shelves, and it can better enable customers to get actual experience and Feel.
2. Differences in information presentation: E-commerce packaging should convey product details, benefits and brand information through visuals and concise text to make up for the lack of physical interaction. Physical packaging should prioritize information that is easy to browse and understand, focusing on actual senses and experiences.
3. Framing considerations: E-commerce packaging needs to be durable and protective in design to withstand shipping and handling and the customer service experience, while physical packaging should be designed to facilitate stacking, display, and restocking on store shelves.
Online and brick-and-mortar store packaging challenges: understanding the contrasting needs of brick-and-mortar and e-commerce environments
Physical packaging requirements will be more stringent due to various factors:
1. Physical store shelf space limitations: Physical store shelf space is usually limited and often cannot display all products well, so packaging must be visually impactful, easy to identify, and make efficient use of space.
2. Point-of-sale display opportunities: Brand competition, displays in different shelf positions or prominent shelf positions require packaging to be uniquely attractive, stand out, firmly attract customers’ attention, and effectively convey the value proposition of the product.
3. Retailer Guidelines: Retailers may have specific packaging requirements such as size, materials, environmental protection, or logo labeling to ensure consistency and compliance with their brand guidelines.
Key factors and considerations in multi-channel packaging design
1. Brand effectiveness and style, brand identity: Packaging design should be consistent with the brand’s values, positioning and target audience to maintain a consistent brand image across all sales channels.
2. Customer journey: Understanding how customers interact with the brand during the purchase process across different channels can help design packaging that supports and enhances their experience, leading to increased customer satisfaction.
3. Channel-specific constraints and rules: When designing packaging solutions, consider the unique needs and characteristics of each sales channel, such as shipping constraints for e-commerce or shelf space constraints and administrative constraints for brick-and-mortar retail.
4. Material selection: Choose packaging materials that meet the needs of each channel, and choose raw materials for product production that are closer to nature, such as durable and protective materials for e-commerce or lightweight materials for cost-effective transportation.
We need to explore additional sales channels: beyond e-commerce and physical stores
1. Social Media: Packaging design should be visually appealing and shareable, generate excitement among customers, and support a consistent brand experience across social media platforms. 2. Subscription boxes: Create packaging that enhances the unboxing experience, reflects the brand’s identity, and encourages customer loyalty. 3. Wholesale and B2B, B2C: Design packaging that conveys professionalism, durability and ease of distribution to meet the needs of wholesale customers. Omni-channel branding innovators: Brands set higher standards with packaging design
1. Adidas: Adidas delivers a cohesive omnichannel brand experience by maintaining consistent packaging design across its e-commerce platforms, physical stores and social media channels. Iconic Three Stripes branding, innovative packaging solutions and an engaging unboxing experience contribute to a unified and memorable brand experience. 2. Sephora: Sephora seamlessly integrates e-commerce, physical retail, and mobile app packaging design. The consistent use of a black and white color scheme, elegant typography and attention to detail in product presentation creates a unified brand experience that is consistent with their image as a beauty authority. 3. Patagonia: Patagonia has successfully created an omnichannel brand experience that reflects their commitment to sustainability and the great outdoors by designing packaging. Whether purchased online or in-store, their packaging features recyclable materials, a message of environmental initiative and a sense of adventure.
