4 Key Product Packaging Checkpoints to Optimize Cost, Functionality & Customer Experience

For many premium ecommerce brands, differentiating your product from others is of high importance, and most choose to do that through branded packaging design.   

Many ecommerce brands don’t realize how a small change to product packaging or shipping packing materials can have a bit effect on your operational flow and overall costs.   

While brand identity is important to add to your packing materials, consider the impact custom packaging will have on your overall costs, unboxing experience, product safety, and ultimately your fulfillment operations.  

Before adding new packaging solutions you think will leave a lasting impression on your customer, check these four important places first. Do thorough testing for product safety, ease of customer use, and compatibility with all supply chain partners including fulfillment automation tools and shipping carrier requirements.   

Packaging Design Shipping Factors: Size, Weight, Dimensions, and Cost   

So many brands prioritize branding over cost before they realize what unique shaped boxes and materials end up costing when it comes to shipping. When considering different shipping options, packaging is a critical factor.   

Dimensional pricing, used by most major carrier services, calculates a package’s dimensional weight (DIM weight) which includes volume along with actual weight and size of the package. Dim weight pricing rewards those who don’t overpack boxes to increase shipment density during transit.   

Ensure you know the exact costs of any packaging alterations, whether it’s adding different fill inside a box, or changing the look, color, or shape of the exterior packaging.   

Test Unboxing Experience, Durability and Quality

Brands should remember to complete an extensive testing period before mass ordering new packaging.  

Order a small batch first to check the new packaging on your product. Are there any design aspects that need alterations?   

Next do a few test shipments. Ship a few key places (like corporate HQ or home addresses of friends and employees), to test the packaging experience and quality of the packaging.  

When considering recyclable materials or eco-friendly packaging, fragility of the packing material is a consideration. Determine if your sustainable packaging is also quality packaging that meets the security needs of your products.  

Ensure Ecommerce Fulfillment and Warehousing Considerations Are Met 

Many brands don’t understand how variations in packaging can drastically affect their fulfillment flow and storage. Whether your business outsources fulfillment to a 3PL, or you perform it in-house the following considerations must be made when alerting your packing materials. Brand values and customer loyalty should always be considered when choosing product packaging, but don’t let those factors override the crucial role packaging plays in your storage and fulfillment.  

Storage. Determine how and where the packaging is best stored. Packaging should remain stored in standard pallet sizes and not require unique handling. Additional costs may be incurred if packaging needs special treatment to be stored.   

Automation compatibility. Check all processes within the fulfillment flow for compatibility with your new packaging, specifically the size, color, shape, material, and all new characteristics. It is critical to include your co-packer and fulfillment provider in the loop about future packaging changes.  

• Packaging material, such as reflective or white film can lead to fulfillment errors like inaccurate labeling or taping.   
• Some partners utilize auto-erectors for boxes that have limitations.  
• Providers may charge extra for manual processes if your packaging is not compatible with their automation tools.  

Number of variances. Many small businesses try to get products perfectly fitting within their boxes. This is great for security and style, but brands need to consider the fine balance between a perfect fit and having too many packaging options. If your brand offers many SKUs that may be added to an order, perfect fit boxes may add a personal touch, but may not be right for your product line.   

Assess Product Packaging for Customer Experience, Visual Appeal, and Ease of Use 

Definitely not last on your list should be how the packaging is handled when opened by your customer (unboxing experience). If your ultimate goal is to ensure your products have unique brand recognition, they must be designed with brand loyalty but also leave a positive overall customer experience.  

But branding first impressions shouldn’t be a higher priority than customer satisfaction. Well-designed packaging should be easy to open and afford simple resealing for returns. Effective packaging will be functional and cost-effective while also providing a branded touchpoint along the customer journey.  

Perform focus groups to decide the visual appeal and emotional connection of your product packaging and packing materials. Are they eye-catching and exciting to your target audience? Are they easy to identify? Are there any factors that when shipped abroad may be confusing or offensive to someone who speaks a different language or has different customs?   

Bottom Line 

Optimizing packaging involves balancing cost, functionality, and customer experience to ensure efficiency and brand impact. By thoroughly testing durability, fulfillment compatibility, and customer satisfaction, businesses can avoid costly mistakes while enhancing product presentation. Thoughtful packaging decisions not only improve operations but also strengthen brand loyalty and create a seamless unboxing experience for customers. 

Tags: Articles About Value Added Services, Packaging