Product packaging: how to balance branding, costs, and environmental impact?

Product packaging should never be overlooked. Far from being a mere detail, it plays a crucial role for an online store. In addition to protecting your product, packaging serves as a vehicle for brand image and an opportunity to showcase your ecological commitment. For an ecommerce site, the challenge lies in harmonizing three dimensions that may sometimes seem opposing: ecology, economy, and marketing. How can one find the right balance among these three aspects?

Packaging: More than just cardboard

Before we proceed, it is essential to distinguish product packaging from parcel packing. Product packaging refers to the box, paper, or plastic that protects the item itself. Parcel packing, on the other hand, pertains to the overall envelope that safeguards and groups all products for delivery. This is where we will focus now.

Parcel packing can include several elements:

• The box: This can be recycled, reused, or even made from recycled
  materials.
• The tape: Often underestimated, eco-friendly adhesive tapes now exist (made from kraft paper and featuring natural adhesives, for
  example).
• Protective materials: Shock-absorbing paper, bubble wrap, biodegradable corn starch packing peanuts, etc. These materials ensure the safety of products during transport.
• Labels and inks: Essential for branding and customizable, eco-friendly labels are becoming more common (particularly those made with vegetable-based
  inks).

The ecological question: Reducing and optimizing the footprint

With the rise of environmental concerns, more consumers are seeking eco-friendly alternatives. To meet this demand, considering ecology when choosing packaging materials is imperative. But how can this be done without skyrocketing costs?

Choosing eco-friendly materials

Eco-friendly materials are often perceived as more expensive. However, they can be more economical in the long run. Opting for recycled boxes, kraft paper tape, or biodegradable packing paper mitigates environmental impact.

For example, replacing bubble wrap with embossed kraft paper (equally effective at cushioning impacts) is a simple and often less costly gesture.

Optimizing parcel size and weight

Combining ecology and economy is possible by optimizing the size and weight of parcels. The more compact the parcel, the less material it requires, and the lower the shipping costs. There is always room for improvement; a study by ADEME on the environmental impact of online commerce revealsthat parcels are, on average, 50% empty!

Adopting modular packaging allows for precise adjustments to dimensions based on content. Similarly, using boxes of various sizes and recyclable packing materials helps reduce waste and costs.

The economic aspect: Keeping costs under control

Packaging represents a significant cost in the ecommerce logistics chain. However, you can manage these expenses by adopting certain strategies.

Choosing suppliers wisely

Selecting the right suppliers is crucial for reducing costs. For example, choosing local suppliers can lower delivery costs for packaging and support the local economy.

Packaging manufacturers generally offer tiered pricing based on order quantities. This significant economic advantage helps reduce your online store's shipping costs.

Reducing return-related costs

Quality packaging significantly reduces the risk of damage during transport, thus limiting costs associated with returns and exchanges.

A product that arrives in perfect condition also enhances customer satisfaction. It demonstrates that the quality of your service matches that of your products.

Packaging as an advertising vector

Personalizing packaging

Personalizing packaging—whether through colorful prints, a well-designed (and well-placed) logo, or messages aimed at the customer—strengthens your brand image.

Attractive packaging also encourages customers to share their experiences on social media. This is an excellent way to leverage the reach of social networks and benefit from free advertising, often perceived as more authentic.

Ecological commitment as a marketing argument

Affirming your ecological commitment through packaging is a powerful marketing argument. Don’t miss the opportunity to communicate about your parcels. Using recycled or biodegradable materials builds customer trust in your brand and enhances your store's reputation.

25% of French consumers are willing to pay more for eco-friendly packaging. This relatively small proportion has, however, increased by 14 points since 2019 (11%). Despite a challenging economic context, mindsets are continuously shifting toward more sustainable consumption.

Conclusion

Packaging is not just a cost or a logistical constraint; it is an opportunity. A golden chance to demonstrate that your ecommerce is committed to ecology while managing expenses intelligently. Yes, it is possible to combine ecology, economy, and advertising! With sustainable materials, optimized packaging, and impactful branding, you are not just sending a product; you are delivering an experience. Each parcel is then a testament to your commitment and the added value of your brand.