3 Factors in Product Packaging and its Relevance in Improving Product Ratings & Customer Satisfaction.
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product packaging product packaging
Product packaging In arena of online purchase, ratings and user reviews play a key role for most consumers, and top the list as the game changer.
Owing to the high value given to ratings by shoppers, all e-commerce sites use them. Studies suggest that 93% of online shoppers are influenced by product ratings, when considering a purchase. Big players like Amazon allow the customer to sort products on the basis of average customer rating, to enhance the customer experience.
Product ratings are invaluable source of product information as they convey information that is more comprehensive, and way more all-encompassing, than a mere description. Ratings are a direct indication of the user experience of the product, and gives credibility to the product description and product quality claims.
Reviews are another valuable source of information. Reviews give information on details about a product’s performance and functionality. Also many reviewers also share information about the delivery experience and packaging.
The impact of packaging cannot be denied. Value placed upon packaging by consumers is proven by the innumerable “unboxing” videos on YouTube. It is true that a terrible product in a spectacular box doesn’t generate a five star review. However, packaging, most definitely does play a significant role in the overall score. This overall score is the product rating.
This aggregate of all the customer experience per se product quality, packaging and delivery experience and so on, condenses into a singular rating. This singular rating is the first thing consumers see as product information, and it can make or break the product and the brand image.
A good packaging ensures that product ratings go up.
Invulnerable Warehousing System
The first interaction customers have with the product, whether purchased online or in-store, is in the form of the product packaging. A good product packaging creates a lasting impact of a good first impression.
Today, in a world of innovative marketing, packaging is not a layer to be peeled away. Instead, packaging is a strategically constructed invitation to lead the customers through the initial interaction with the product, which unfolds like a guided tour of the product. This guided product tour can be achieved with strategic “kitting” of parts and graphics, to enrich product experience and also reduce material wastage.
Packaging may seem simplistic, but is a very strategically constructed layout. It has been observed that excess trash or irrelevant package material, and complicated instructions discourage buyers, create negative customer experience and bring in bad reviews, resulting in frequent complaints and bad ratings. Customers have been known admit in their reviews, that they reduced their rating because of bad, wasteful and complicated packaging. Easy and convenient packaging, that doesn’t make a mess, contributes to five star ratings.
Size Dimensions, Weight and Material Used, Enhances the Product Packaging:-
It is true that optimized packaging is a key component in e-commerce. However, this also holds true that customers judge products on the basis of the quality of packaging materials used, the sustainability and the build experience of the product packaging, size dimensions and so on and so forth.
In the cut throat competitive marketing world, packaging is no longer merely a disposal product custodian. Instead it is an extension of the product itself. Minimalistic wastage of material and resource, and convenient purposeful packaging layout adds elegance to the product, thereby enhancing customer perception of the brand. At the same time, less wasteful packaging drives down costs.
Sleek, minimalistic, customized packaging dimensions play a key role in crafting elegance and enhancing brand value.
Wasteful packaging like open packages, full of air and dunnage, with only a small portion occupied by the product are a sure shot way of creating a negative impact and bring in bad ratings. Along with creating an impression of wastefulness and unsustainability, it also portrays laziness of attitude towards packaging, giving off the impression that the shipper simply used whatever box was available, instead of customizing the packaging to fit the product properly. Furthermore, thoughtless, wasteful packaging costs shippers extra money as it increases the weight unnecessarily.
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Good Packaging Protects and Averts Product Damage:-
In the innovative, competitive, ever evolving crazy marketing world, Product Packaging is a marketing strategy in its own right. However, this does not take away from packaging, its primary purpose of creating protection for the product, from external damage. A packaging failure that allows items to break during transit, leads to poor reviews faster than any other criteria.
For a customer who is excitedly anticipating the delivery of a purchased product, receiving a damaged product can be devastating. The initial disappointment of receiving a damaged product, quickly spirals out of control, when customers are forced to deal with returns, waiting for replacements or refunds, or go through repurchasing.
Potential buyers always go through reviews and ratings. Complaints regarding damaged product deliveries cause serious harm to product and brand image. High damage rates create a domino effect of customers losing confidence in the brand and the brand losing sales.
Such a catastrophic marketing situation can be averted by mapping out the delivery channels for each product, and analyzing the possible hazards products could face in their delivery journeys. There are standard testing protocols to ensure against common threats. Custom protocols can be developed for unique circumstances. A good idea is to test out real-world scenarios, in a controlled setting, to create packaging that protects contents from the dangers they are most likely to face.
Ideal customized, product specific packaging is imperative not only for product safety, but also to maintain the product ratings at an all-time high. However, this is not a one-time process. Like everything else, packaging strategy and layout also needs to be upgraded from time to time. It is important to read real customer feedback on products to gain insight into what is working and what is not. It is important to accordingly adapt the packaging to address the shortcomings and changes in the delivery channels, to help maintain product ratings at a positive high.