Digitalization: This is how the requirements for packaging change in the age of online trading
Digitalization changes structures, processes, products – and packaging. A dynamically growing segment of this development is online trading. In a survey, Berndt+Partner Creality pursued the question how the requirements for packaging change and with which solutions one can offer consumers crucial added value.
In 2017, € 58.47 bn were implemented in online trading in Germany. Compared to 2015 (€ 41.87 bn), this is an increase of almost 40 %. In comparison, the online sales for food items are still at the very beginning. Of € 200 bn that are made with food items each year, only one 1 – 2 % are made in online trading. But the growth rates are considerable and the trend towards increased sales of food items and FMCG products is unbroken. While in 2007 only 5 % of German citizens bought food items online, numbers were already up to 21 % in 2017.
In this light the question arises what consumers expect from the packaging that delivers their products to their homes.
In a consumer survey, we have therefore examined for online and offline, in which of the 4 phases of the purchasing process (initial contact – information – purchase – unpacking at home) the packaging is especially important and which values are asked for and demanded at that point.
One thing becomes clear quickly: Whoever keeps backing the same arguments as during the shelf’s autocracy will fall back in the battle for the consumer.
Read more about this topic in our abstract.
One thing in advance: This path will not be an easy one. But it is worth it.
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