MULTICHANNEL SALES   |   5 minute read

The Importance of Packaging for Omnichannel Retail

Successful brands know that customer's satisfaction can influence their long-term success. The fact is brands that do not understand this simple principle struggle to keep up.

Guest post by Arka

Recent developments in eCommerce and customer behavior have led to increased consumer expectations for a consistent end to end customer service. For this to happen, you need to make sure they are satisfied with every stage of the purchase process.

Today, customers expect the same seamless experience, even when they shop on diverse channels.

Omnichannel retail is designed to give customers the same shopping experience irrespective of how or where they shop.

One of the ways to achieve a smooth customer experience is through great packaging.

Are you confused about the relationship between packaging and your omnichannel strategy?  Search no further, we are here to help you solve the puzzle.

What is omnichannel retail?

Omnichannel retail is a multichannel approach to sales that focuses on providing an unforgettable 360 customer experience.

Omnichannel means customers can shop online from their mobile device, their laptop, or in a physical store. The retailers have both a physical and online presence. However, the whole channel must be integrated in a way that guarantees a smooth customer experience.

What is the importance of packaging to omnichannel retail?

Packaging has evolved over the years. It has gained more importance with the emergence of new business trends like omnichannel.

Your customers deserve to feel special whether or not you're selling to them in a brick and mortar store.

In a competitive market, your brand packaging can be the lucky charm you've always sought after. But, are you still wondering how packaging is vital to you as an omnichannel retailer? Here are some of the reasons why packaging is important for every omnichannel retail business.

1. Packaging gives your omnichannel brand it's identityomnichannel-1

The first thing every great business does is to create a unique identity. Something its customers can bond with. This is what selling a brand is all about.

Omnichannel is all about selling your brand to your customers. It is not just about selling products, but creating a strong connection between you and your customers.

Most retail business experts believe creating a brand identity begins with the right packaging. Your packaging creates your brand Identity. It is what can make your product stand out from the crowd.

Your business can package the products itself, or it can hire the service of 3PL businesses to do it. This applies to both wholesales and retail businesses.

If your packaging is right, then you're already making a bold statement about your business and making your brand appreciated.

2. Packaging prompts purchase decisionomnichannel-02

Packaging is not only important in making your brand stand out from others. It can also stimulate purchases. As an omnichannel retailer, the right packaging can do the job of a salesman. Yes, you heard that right!

I know you're probably wondering how, but here is the gist. Product information contained on your package can prompt a potential customer to purchase from you. Yes, it’s that simple.

This is also important when you consider the fact that a good package can stimulate customer retention. As an omnichannel retailer, you might want to key into this type of advertising. It’s cost-effective and straightforward.

Nothing is more fulfilling than sending a package with ingredients that can make people value your brand. Furthermore brands can benefit from using sustainable packaging, and showing what can be recycled. 

3.  Less shipping cost

The right packaging can save you money and still give your customers all-round satisfaction.

Imagine that you're saving more while giving more to your customers. Isn't that what you have always dreamt of?

As an omnichannel retailer, getting the right packaging can reduce the shipping cost of your product. Yes, you probably have been paying more because you didn't get your packaging right.

Shipping costs can be doubled if you don't get your packaging right. Many carriers have claimed that some increase in shipping cost would be different if things were packaged differently.

Did you hear that? Try packaging your products differently today and see the difference in your shipping cost.

4. Packaging improves product rating

Product ratings may seem ordinary to you, but have you asked why almost all eCommerce platforms use them? 

It is no longer news that big platforms like Amazon allow potential customer's sort products by average customer ratings. 

This means if your product has a lower rating on these platforms, customers would rarely see it.

So what do you do to improve your product rating? One way is through packaging both from Improving the aesthetics but also to ensure that the  packaging size and types couldn’t be considered as “over packaging” given the increasing interest in green and environmental issues.

Make your packaging stand out.

Packaging is one of the effective ways to improve product rating. If it is wrong, your product will get a low rating, and not even a sales promotion can stop this.

5. Monitors supply chain performance

Packaging tells the world about your supply chain performance. It is not just about boxing a product. It does much more than what you think.

Most Omnichannel businesses have discovered that packaging operations drive warehouse efficiency and reveal the current inventory of products. Your business can quickly identify damaged or expired products even before they leave your warehouse.

Packaging stimulates organizational growth and reduces customer dissatisfaction. It shows how efficient your supply chain is.


The success of any omnichannel business depends on its ability to organize its purchase process. To grow these types of businesses, you need to make your customers see why they should do business with you again.

omnichannel-packaging-4Packaging is one of the many important ways to keep your customers irrespective of how or where they choose to shop.

If you want to offer an exciting shopping experience, you need to invest in your packaging more than ever.



About the author

Phillip Akhzar is the Founder and CEO of Arka with over a decade’s experience in packaging. Phil is a San Francisco native and attended Cal Poly SLO as an Industrial Engineer before graduating from both Y Combinator and 500 Startups.