Smurfit Kappa: Sustainability in eCommerce

Smurfit Kappa

11 Jul 201902:33

Summary

TLDRThe video script discusses the intricacies of e-commerce packaging, emphasizing the importance of product protection and the right balance between box size and white space. It highlights the need for a tailored consumer experience, the impact of packaging on brand perception, and the environmental and cost considerations of using multi-material and recyclable packaging. The script also touches on the challenges of fitting products into boxes and the influence of packaging on consumer expectations and satisfaction.

Takeaways

🛍️ The importance of e-commerce packaging is highlighted, emphasizing the need to protect products and consider the consumer's perspective.
👀 The first point of view discussed is that of the retailers and consumers, focusing on the packaging of a sixpack as an example of consumer expectations in e-commerce.
📦 Mention of a 'big box' with a 'little thing inside' suggests the issue of excessive packaging and the need for a balance between product size and box size.
🔒 The script talks about the necessity of product protection, indicating that damage reduction is a significant factor in packaging design.
📏 There's a mention of finding a compromise between product size, box size, and the level of protection, indicating the complexity of packaging design.
🛒 The script suggests that the consumer experience is paramount, with the first contact with the brand being through the packaging, which can influence repeat business.
🏷️ Customization in packaging is discussed, pointing out the link between retailers and consumers and the role of packaging in brand perception.
🔄 The concept of 'multi-material something' and 'recycle' is brought up, indicating the growing importance of sustainable packaging solutions.
💰 The cost of packaging is addressed, with a note on the impact of material selection and box sizes on overall expenses.
📈 There's a mention of increasing awards or prices once the size limits are exceeded, suggesting a tiered pricing model for packaging.
🚚 The script touches on the impact of packaging on shipping costs and the overall consumer experience, including the potential for damage during transit.

Q & A

What is the main topic discussed in the script related to e-commerce packaging?
-The main topic is the importance of packaging in e-commerce, focusing on the balance between product protection, packaging size, and the consumer's shopping experience.
What is the significance of the 'first point of view' mentioned in the script?
-It refers to the perspective of the retailers and shoppers, emphasizing the importance of the initial impression that packaging makes on consumers.
Why is the protection of the product inside the packaging highlighted as a key point?
-Product protection is crucial to prevent damage during shipping, which can lead to returns and negative customer reviews.
What does the script imply about the size of the box in relation to the product?
-The script suggests that there should be a compromise between the product size and the box size, ensuring the product is well-protected without unnecessary white space.
What is the 'white space' mentioned in the script, and why is it a concern?
-White space refers to the empty area inside the box around the product. It's a concern because too much white space can increase shipping costs and reduce the perceived value of the product.
What is the role of the consumer's shopping experience in e-commerce packaging?
-The consumer's shopping experience is vital as it influences their perception of the product and brand, and can affect repeat purchases and customer loyalty.
What does the script suggest about the relationship between retailers and shoppers?
-The script implies that there is a direct link between retailers and shoppers, where the packaging plays a role in the first contact and impression of the brand.
Why is the selection of box sizes and the number of packages important according to the script?
-The selection of box sizes and the number of packages is important because it affects the fitment of the product, the cost of materials, and the overall shipping costs.
What is the significance of using multi-material in packaging as mentioned in the script?
-Using multi-material in packaging can enhance product protection and potentially contribute to sustainability efforts, although it may also increase complexity and costs.
How does the script relate packaging to sustainability and environmental concerns?
-The script touches on the importance of considering sustainability in packaging, such as using recyclable materials, which can align with consumer expectations and brand values.
What challenges does the script suggest are faced when customizing packaging for e-commerce?
-Customizing packaging can be challenging due to the need to balance consumer expectations, operational requirements, and the costs associated with customization.

Outlines

00:00

📦 E-commerce Packaging: Balancing Protection and Presentation

The first paragraph discusses the intricacies of e-commerce packaging, emphasizing the need to consider the consumer's perspective and the importance of product protection. It mentions the challenge of fitting a six-pack into a box without compromising on the product's integrity or the consumer's experience. The speaker also touches on the issue of 'white space' in packaging, which refers to the empty space that can affect the perception of value. The goal is to find a balance between the size of the product, the box, and the level of protection, while also considering the cost implications and the environmental impact of the materials used.

Mindmap

Keywords

💡e-commerce packaging

E-commerce packaging refers to the process of preparing products for shipment, including the selection of materials and design of packaging that protects the product during transit. In the video, it is a central theme as it discusses how to effectively package products for online sales, ensuring they arrive safely and meet consumer expectations.

💡shopper

A shopper in the context of e-commerce is the consumer who is purchasing goods online. The video emphasizes the importance of considering the shopper's perspective when designing packaging, as it can influence their perception of the brand and the overall shopping experience.

💡product protection

Product protection is a key aspect of e-commerce packaging, ensuring that items are not damaged during shipping. The script mentions that the product should be protected, highlighting the need for robust packaging materials that can withstand the rigors of transit.

💡white space

White space in packaging refers to the empty space within the box that surrounds the product. The video discusses finding a balance between using the right amount of white space for protection and avoiding unnecessary waste, which can increase costs and environmental impact.

💡custom experience

Custom experience in e-commerce packaging means tailoring the packaging to meet the specific needs and preferences of the shopper. The video suggests that a custom experience can enhance brand perception and encourage repeat purchases by shoppers.

💡multi-material

Multi-material refers to the use of various types of materials in packaging to provide different levels of protection and functionality. The script touches on the idea of using multi-material solutions to improve the fit and protection of products within the packaging.

💡recycling

Recycling in the context of packaging is the process of reusing materials after they have served their initial purpose. The video mentions the importance of considering the recyclability of packaging materials, which is crucial for reducing environmental impact.

💡cost

Cost is a critical factor in e-commerce packaging, as it can affect both the seller's profitability and the consumer's perception of value. The script discusses the need to balance the costs of materials, production, and shipping with the quality of the packaging.

💡branding

Branding in e-commerce packaging involves using the packaging to reinforce the brand's identity and message. Although not explicitly mentioned in the script, the discussion of custom experience and consumer perception implies the importance of branding in packaging design.

💡fitment

Fitment in packaging refers to how well the product fits within the box, ensuring it is secure and protected. The script mentions the importance of fitment, suggesting that it is a key consideration in the design process to prevent damage during shipping.

💡consumer expectations

Consumer expectations refer to the beliefs and desires that shoppers have about a product or service. The video highlights the need to meet these expectations through packaging that is both functional and visually appealing.

Highlights

Importance of e-commerce packaging for the first point of view of dealers and shoppers.

Protecting the product with packaging that reduces the risk of damage by more than fifty percent.

The challenge of finding the right compromise between product size, box size, and protection level.

Custom experience as a key factor in meeting consumer expectations and standards.

The link between dealers and shoppers and the importance of brand recognition.

The role of packaging in the first contact with the shopper and its impact on repeat business.

The need for packaging that fits the product snugly to prevent movement during transport.

The use of multi-material solutions for packaging to enhance product protection.

The environmental impact of packaging and the push towards recyclable materials.

Cost considerations in packaging, balancing protection with cost-effectiveness.

The selection of box sizes and the impact on logistics and storage.

The importance of considering the number of units in a shipment for cost-effective packaging.

The trade-off between packaging size and the white space within the box for optimal protection.

The role of custom packaging in enhancing the consumer experience and brand image.

The impact of packaging on transport costs and the overall supply chain efficiency.

The need for a custom packaging strategy that aligns with operational requirements and consumer expectations.

The importance of considering the entire supply chain when designing packaging for e-commerce.