Understanding Why 34% of Shoppers Return an Online Purchase Because of Packaging

Esko (Belgium), alongside sister companies Pantone, X-Rite, and AVT recently released a new study, "Packaging and the Digital Shopper: Meeting Expectations in Food & Beverage," highlighting what primary shoppers want from food and beverage packaging. Brand and marketing managers, design leaders, packaging professionals, and tech leaders gain knowledge of shopper’s preferences in packaging within the food and beverage category in this study, along with the how and why they buy. With this knowledge they can better optimize, evolve and connect packaging through technology platforms that support end-to-end packaging value chain and leverage packaging as an enabler for product innovation.

Only 0.8% of primary shoppers indicated that they have never purchased any food and beverage products online
33% of those who purchase online cite convenience as a reason and 43% of respondents say they shop online to get a better price
75% percent of shoppers stated they foresee purchasing more snacks online in the next 18 months
9% of primary shoppers say that buying these food and beverages online isn’t their first preference and they won’t purchase this way in the future.

Packaging plays a role in product differentiation, on the shelf at traditional brick and mortar stores. A key in-store goal for any consumer packaged goods (CPG) company is to get the shopper to actually touch their package. The shopper is more likely to buy a product once they touch it, and how the packaging looks and feels in their hand impacts that impulse. In-store activities have a big impact on trial, with 20% of shoppers reporting that they have tried a new product specifically because of in-store taste samples or an in-store display.

Online and offline experiences must mirror each other as primary shoppers expect nothing less from brands. Whether they are purchasing products on the Internet or pulling an item from a retail shelf, the packaging and experience should be the same.

Forty-seven percent of shoppers expect the product image to match the product packaging that arrives on their doorstep
Only 9% of survey respondents were OK with packaging that was a different color of pack type
Twenty-six percent of primary shoppers who had returned product based on the packaging reported that they did so because they thought it looked wrong or was counterfeit.

"Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions through packaging, but knowing how shoppers want to receive products is also critical piece of the story," said Senior Director of Global Brand Sales, John Elworthy. "Without knowing the means by which shoppers want to receive products, marketers and brand leaders risk losing out on revenue opportunities."

"And by connecting the packaging value chain through the latest packaging technologies, fast-moving consumer goods companies will be able to better connect to consumers and elevate their brand experiences and both premedia and converters will better understand the product standards consumers expect and can work more seamless with brand owners to provide them. This helps to make packaging the enabler to satisfy consumer needs rather than being a cost driver or a headache." agreed Esko President Udo Panenka.