E-commerce packaging“value ambassador andstrategic actor for e-success”Xi’an Jiaotong-Liverpool UniversityXJTLU Industrial design departmentNovember 24th, 2015, Suzhou
Packaging* contains, protects, preserves, transports, informs, and sells.
Packaging* contains, protects, preserves, transports, informs, and sells.main actor of products distribution, storage, sale, and use.
Product archetypesThe most successful packaging are inspired bynature’s perfection
The most successful packaging are inspired bynature’s perfectionHuman imaginary of graterproducts archetypes shaperefers to its container first,only after to the product itself.
Does it need explanations?
The product becomescontainer, again inspiredby nature
The iconic bottle designrepresents the brand,entirely
Focus one* unfolding experience
* unfolding experiencematerials, shape, structuredetermine the surpriseeffect in the user experience
* unfolding experiencethe combination of materials, shape and structureis crucial to design a successful product
Focus two* sustainable actor
Packaging are produced in abnormal quantity, thereforedesigners have the “human duty” to focus on the social impactof the sustainability of their design choices.
Reusability of the container as added functionality,to decrease the sustainable impact of the packaging
Reduce material usage during the design process,shaping the packaging toward a smart structure
Avoid glue and use biodegradable materials, for the ideal zero impact
Focus three* smart marketing
* smart marketingPackaging is the perfectambassador of brand values
* smart marketingPackaging is the perfectambassador of brand valuesEfficient communicationstrategy, integrated with atransportable packagingequals to smart marketing
* smart marketingPackaging is the perfectambassador of brand valuesEfficient communicationstrategy, integrated with atransportable packagingequals to smart marketingTransformational reusable bagsdesign explore innovativeapplications
Packaging* types
Primary packaging* inner container that first envelopethe product and holds itSecondary packaging* contains and groups the primary packaging,is mainly used in retail displaysTransportation packaging* used for bulk handling, warehousestorage and transporting shippingTertiary packaging* retail in-store displays
E-commerce Packaging* growing trend
The online market is overtaking the physical retail, especially in China,but the E-commerce packaging sector is still unexplored
Only the biggest online delivery companies are now envisioning innovationsin the E-commerce packaging
Kangsen Consumeo, a small trading company worldwide leader in the B2B LuxuryPackaging leader, is currently exploring advanced E-commerce solutions
© kangsen consumeo 2014
© kangsen consumeo 2014
© kangsen consumeo 2014
© kangsen consumeo 2014
© kangsen consumeo 2014
© kangsen consumeo 2014
E-commerce packaging*case study
We purchased a variety of itemsto see the range of the Scotchand Soda web-shop packaging © kangsen consumeo 2014
We were delighted when a blackbox showed up on our doorstep,fastened with a black grosgrainribbon. It evoked the feeling ofreceiving a gift, which makes thedelayed gratification worth it © kangsen consumeo 2014
We open the box in anticipationand found a simple kraftenvelope with the Scotch & Sodalogo embossed in gold © kangsen consumeo 2014
Inside the envelope were our purchased items, each in a plastic bag printedwith the Scotch & Soda logo. © kangsen consumeo 2014
Recommendations* tips Improve the unboxing experience Place the items each in their own box Give them an unexpected gift If they don’t expect it, you are giving them another reason to shop with you in the future. Giving a ‘gift’ that can be reused multiple times boosts your brand image Reward VIP customers Show your best customers that you appreciate them by offering them extra special packaging Make them remember you Smell is the sense that is tied most strongly to memory. If they associate a smell with a memory - every time they smell it they will think of you
Stackable gift box* reusable - classy - stackable
Stackable gift box* reusable - classy - stackable © kangsen consumeo 2014
The stacker* creative - reusable - rewarding
The stacker* creative - reusable - rewarding © kangsen consumeo 2014
The fruit crates* back to basic - reusable - socially impactful
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