Signs Your Current Packaging Is Hurting Customer Experience
For the most part, business owners don’t see a list of problems and automatically assume it’s down to their packaging of choice. And there is the issue. Packaging is essential for deliveries, but it often isn’t the focus in terms of adjustments or solving problems.
But the reality is it can be making life harder than it needs to be and could be costing your business.
This post is going to tie into some common ways packaging problems show up in day-to-day operations.
Increased Damages, Returns and Replacements
If you’re seeing increases in returns and broken items, you know weren’t damaged when they left you, the answer can be only one of a few things: the packaging is failing, the delivery company isn’t performing to standard, or you inexplicably have customers who like to break things and return them for no reason.
Generally, the second two aren’t the issue; it’s your packaging. And this is an easy fix. You want to invest in custom shipping boxes that fit your products neatly and securely, and provide a robust cover around them during transit periods.
It’s out with flimsy cardboard boxes that collapse when someone looks at them; it’s well-fitted, appropriately sturdy boxes that reduce empty space and feel solid to hold that need to enter in their place. This is what can reduce the number of returns and damages or experiences, and sure, the boxes might be more costly upfront, but over time, having to replace items frequently will eat into your bottom line anyway and lower trust in the company, so it’s an investment worth making.
Packaging Errors Keep Happening
The problems aren’t always delivery or customer-centric. Sometimes the call is literally coming from inside the house, and by that, it’s the staff not packing items correctly before they leave you. If they’re choosing the wrong-sized boxes or are having to constantly repack items or reinforce parcels, you need to undo what is happening and put better controls in place.
The first step is to create uniformity over what boxes are used and when. Put rules and guidelines in place. From here, staff training is vital. They need to be confident they can align box sizes to product dimensions, and you need a clear set of guidelines they can check when needed to remove confusion or indecision. This cuts damages and reduces the time spent packaging orders before they leave you, as well as the cost per delivery, as fewer materials are being wasted.
Customers Are Complaining
But not just general complaints, if they’re actively pointing out packaging failings, this is a huge indicator that it’s not working in your favour, and you need to go back to the drawing board. Look out for complaints featuring phrases such as “poorly packed” or “thrown together”, “squashed”, or “excessive packaging”. All clear indicators customers are picking up on problems that, for the most part, are easily rectifiable. And generally, while the complaint isn’t about the product itself, poor packaging reduces the customer experience and increases the risk of damage during shipping.
Audit complaints and review packaging, and mock up orders to see for yourself what they mean. From here, make relevant changes that improve the entire packaging system, from better quality packaging to improved dimensions to reduce weight charges and waste from the process.