Everyone wants to get their hands on the hottest new products that will add more fun, style, health, or convenience to their lives. However, these wonders often fizzle before most people know they exist, and the reasons may not be what you think. Here are three reasons why ecommerce product launches fizzle and what you can do about them.
Poor Graphic Packaging Design
Even the most carefully designed product will stall in the marketplace if its packaging doesn’t make the right connection with its consumer and allow your product brand to stand out. You’ve probably seen the horror stories of font styles that inadvertently spell obscenities, corn labeled as watermelon, or diaper boxes that leave holes in babies’ faces when you punch out the perforated handles. Tropicana made an infamously unstrategic packaging rebrand that caused sales to plummet by 20% in a matter of weeks because people didn’t know what, exactly, they were buying. By switching from the familiar plump orange with a straw stuck inside it to a simpler, “cleaner” look, Tropicana made its carton look more like a generic product. Some consumers thought their favorite juice was off the market. Others identified the Tropicana name but still weren’t confident they were buying the same drink they had come to know and love.
With other forms of advertising, you have a little more time to build a message. Custom-designed graphic packaging must identify your brand and clarify your product’s purpose within seconds while also providing a sensory experience your consumer will gravitate toward, including colors, textures, and other design elements that build an immediate emotional connection to your product. Starting off with the right custom-designed and creative packaging is crucial, or your product won’t even have a chance to get off the ground–or shelf.
Poor Packaging Quality
Poor product packaging quality not only looks unattractive but puts the product itself at risk. Containers that become easily ripped or bent can cheapen your product’s reputation before consumers even have a chance to give it a try! Even worse, low-quality product packaging can result in items becoming damaged in transit. Replacing damaged products is a humbling experience that costs you money, inconveniences your customers, and delays your product’s chance to shine. Work with a reputable packaging partner, perhaps a packaging company near me, who takes the time to understand your goals, develops a design that utilizes the proper materials, including environmentally friendly packaging, and printing processes necessary for success, and makes your packaging process seamless.
Failure in Satisfying the Entire Supply Chain
Has the daunting task of satisfying your packaging supply chain fallen into your hands? If so, you may soon find your entrepreneurial energies consumed by the nitty-gritty logistics of managing a packaging supply chain. Hiring others to run this task is a good solution, but when you have to rely on separate entities for packaging and delivery, you’re bound to run into hassles and delays. How much attention are shipping carriers giving to your orders? Do you trust they will handle your products and packaging with the special attention and care they deserve? A breakdown in moving your product along the packaging supply chain spells nothing but frustration for the customer looking forward to having your product in hand. The last thing you want is a customer losing enthusiasm about your cool new product as it sits in a warehouse for several days.
You have only one chance to launch a new product, allowing your customers to have an unboxing experience on the eCommerce highway. Shouldn’t you do your best to make sure it takes off and is handled as seamlessly as possible? Click below to contact us or call us at 877-522-6937.
