- Omnichannel packaging is that which is designed for both physical retail and for direct-to-consumer delivery, with no or minimal additional packaging required
- Omnichannel is a customer-centric strategy that creates a positive, seamless experience across all channels
- Putting the needs of the final customer first is the main difference between omnichannel and other strategies.
The objective of this report is to provide comprehensive insight into what omnichannel means and why it matters to businesses – be that a product brand, a retailer, or e-retailer. It discusses the effect of omnichannel on e-commerce packaging in terms of formats used, sustainability and the features required to meet customers’ expectations. To that end, the report will cover analysis of packaging types used both within the e-commerce channel and physical retail. It will share market and user trends that affect the type of packaging used and identify developments that can support an omnichannel strategy.
Our exclusive content
What will you discover?
- E-commerce sales are rising but growth rates for these and e-commerce packaging have begun to slow worldwide as pandemic retail restrictions are lifted. With many brands embracing a greater online presence through Covid-19, the desire for premium omnichannel pack designs continues to increase
- As more brands are turning to omnichannel to become more customercentric and to increase engagement, what impact is this strategy having on the packaging supply chain? Key areas are explored, such as packaging materials and formats used, manual and automatic packing systems, consumer behaviour, and global sustainability goals.
The Smithers methodology
- The focus of omnichannel packaging is the customer’s experience and how well integrated and structured all the channels are
- With the priority being the safe transportation of product in the first instance, the packaging used often misses a key omnichannel opportunity to delight the consumer
- Improving the e-commerce packaging with a customer-centric focus is not easy. Product type, value and packing requirements often determine the scope of packaging format, and these factors greatly affect the customer’s experience.
This report is based on extensive primary and secondary research. Primary research consisted of targeted interviews with material suppliers, converters and experts drawn from key markets.
This was supported by secondary research in the form of extensive literature analysis of published data, official government statistics, domestic and international trade organisation data, company websites, industry reports, trade press articles, presentations, and attendance at trade events.
About the author
Chris Stuart has over 16 years’ experience developing sustainable packaging solutions and innovations for retailers and brands – with a specific focus on sustainability and customer experience. He has worked with global brands, SMEs and start-ups; specialising in retail and e-commerce packaging considering the full lifecycle of all the packaging materials used.
Who should buy the report?
- Raw material suppliers
- Equipment and machinery suppliers
- Packaging converters
- E-commerce brand owners and retailers
- Industry consultants and analysts