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E-commerce prompts package design considerations

At Solutions 2000, held in Chicago during Pack Expo, Packaging and the Internet was a major conference “track.” This special report focuses on package design considerations for Internet marketing.

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Packagers looking to sell product via the Web will need to pay especially close attention to consumer demands. And “pay” they will.

According to Joseph Kornick, the estimated first-time cost of acquiring a business-to-consumer (B2C) customer runs between $80 and $200. Kornick is a principal in the packaging consultancy KornickLindsay (Chicago, IL). Kornick and Richard Gerstman, chairman of global brand consultancy Interbrand U.S. (New York, NY), made presentations at the Solutions 2000 packaging conference held Nov. 6 through Nov. 8 during Pack Expo. The two presenters addressed the topic, Package design considerations for Internet marketing.

Solutions 2000 was produced by Packaging Strategies, Inc. (West Chester, PA), in conjunction with the Packaging Machinery Manufacturers Institute (Arlington, VA).

Kornick’s “Packaging for e-commerce” presentation began by pointing out the quickly evolving B2C environment. “In 1998, the winners were companies with slick Web sites,” he said. “In ’99, winners were companies that could effectively pick, pack and ship products.”

He then discussed differences between “traditional” package distribution and e-commerce. “In traditional distribution, multiple primary packages are shipped in a secondary package and distributed by truck to a retail store environment. In e-commerce, a single package is shipped in a secondary package by small-parcel distribution direct to a person’s home,” Kornick explained.

He added that “The Internet will allow consumers to interact with the product manufacturer through direct feedback. The Internet gives the consumer greater access to information and the ability to publicly voice their dissatisfaction with packaging.” Even if the feedback is negative, the manufacturer gains consumer input.

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