Consumer packaging on the internet
A lot of internet retailers wonder how important product packaging is when they are doing business online. Since you are not relying on the packaging to close the sale you may be tempted to throw out packaging altogether and pad your margin with a poly bag.
I would warn most retailers about taking this approach unless selling a very low-consideration product that is truly commoditized. Having nice packaging will not increase your conversion rate (even if you publish the type of packaging included, most customers won’t really notice until they receive their package).
Having a nice presentation, however, can really help a customer feel good about their purchase and want to purchase from you in the future. When somebody spends a significant amount of money buying something they want to know that they got a nice product - packaging reenforces to the customer that you are selling brand-new merchandise as opposed to a second-hand or refurbished product.
Of course every situation is different and you will have to figure out what makes the most sense for you - when making this decision, consider the retention benefits of consumer packaging as opposed to presales considerations.
No Comments »
No comments yet.
RSS feed for comments on this post.
| TrackBack URI
You can also bookmark
this on del.icio.us or check the cosmos