Connect Packaging Innovation to Customer Satisfaction
Recently we wrote about Amazon’s new Frustration Free Packaging initiative, the e-tailer’s attempt to eliminate “wrap rage” by sending customers smaller, easier to open, easier to recycle primary and secondary packaging. For consumer packaged goods firms (CPG), Amazon’s approach offers several valuable lessons whether or not they merchandise through the Amazon website.
Listen to customers. Ultimately, Amazon’s Frustration Free Packaging initiative was inspired by sensitivity to customer needs. Amazon provides many ways for customers to communicate directly with it and other customers, user reviews in particular. Beyond that, Amazon listens carefully to online (and offline) chatter about its products and service.
Commit to continuous improvement. As providers of packaging solutions for packaging materials and packaging equipment, we recognize the great value of approaching packaging as an ongoing process, not a one-time event. Companies that fail to do so discover too late that their packaging is outmoded and out of step with customer preferences. Amazon’s program was years in the making and is structured to continue indefinitely. We think this is a winning packaging strategy for any CPG.
Rely on outside expertise. Being externally focused means listening not only to customers, but listening to and relying on suppliers and alliance partners as well. In today’s marketplace, where knowledge sharing is easy and widespread, it makes sense to tap into the expertise of specialists. Our ability to help customers design new packaging is greatly enhanced by the knowledge and experience of our suppliers and entire staff, corporate wide. The Frustration Free Packaging program definitely has the feel of a collaboration – another winning approach for the 2010s.
Let customers know about your packaging innovation. Today’s consumers are highly sensitive to packaging due to environmental concerns, cost, and ease of use. All too often, CPGs introduce exciting new packaging, but fail to adequately inform the market. This may be due to poor interdepartmental communication, inadequate public relations and marketing, or underestimating the importance of packaging to the overall sales effort. Whatever the reason, companies should take a page from Amazon’s book and highlight their progress in packaging innovation.
Learn more about Frustration Free Packaging.
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Packaging Materials, Packaging Equipment, Packaging Solutions
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