E-Commerce, Amazon, & Unboxing
June 13, 2019AICC, The Independent Packaging Association, offered 17 member companies insight into Amazon’s packaging demands including frustration-free packaging, as well as e-commerce in terms of sustainability and designing for an unforgettable unboxing experience during its three-part e-commerce webinar series, Designing for the Doorstep, presented by Brent Lindberg, Founder of Fuseneo, a packaging innovation company.
The first webinar, Out with the Old, which took place on Tuesday, May 14, asked all participants to let go of their ideas of retail packaging and open their minds to what they can and need to do to succeed in e-commerce packaging. The webinar brought participants into the inner workings of Amazon’s ecosystem and what it demands of packaging. The webinar explained the different roles of packaging online vs. in stores, the three-fold impact of product damage, and the types of sellers on Amazon.
Tuesday, May 21, the second webinar, The New Rulebook, discussed setting the bar for e-com packaging and Amazon’s Frustration-Free Packaging Programs. Lindberg described how to create better packaging and eliminate “wrap rage,” the frustration an end-user feels when opening packaging. He also introduced the Amazon packaging pyramid that lays out the different levels of packaging required.
The final webinar, Above, Beyond, & Inside Out, on Tuesday, May 28, used real-life examples to highlight successful e-commerce packaging. Lindberg discussed opportunities for greater sustainability, branding in e-commerce, and designing for an unboxing experience. He explains how packaging manufacturers can help brands use subtlety, efficiency, value, thoughtfulness, sustainability, and personalization to make the most of their e-commerce packaging.