It’s a Wrap! Online Order Packaging Makes a Difference.

In the last two weeks I’ve been reviewing the packaging of orders sent from online retailers in Australia. And let’s just say it’s been a mixed (shopping) bag.

Three examples really stand out. Robins Kitchen, K-mart and Cotton On. And the standard of packaging I received from all three were vastly different.

With so much focus on online shopping and the influx of International retailers targeting Australian online shopping dollars, you would expect local retailers, especially the big ones to be trying to get it right.

The first package to arrive was from Kmart. We got the kids toy shopping for Christmas out of the way early and spent up big on a large order. I’m happy to say that the approx. 20 odd toys arrived 2 days later, extremely neatly packed in a large branded box that really did make it feel like Christmas. No bells and whistles, just a well-packed, clean box, with an invoice and con note stuck neatly square on the box rather than just slapped on any old how. All in all, a positive “packaging” experience.

Next, were Robins Kitchen, and a new pizza stone and pizza cutter. I have to say that the Brisbane based retailer did a fantastic job of “dishing up” their order ensuring it arrived within 2 days. Both products were neatly placed in a box that had been cut down to size and packed out to ensure nothing moved in transit. To top it off my invoice had been placed in a bright red (company colours) envelope on the top of my order. It was a nice touch and one I consciously noted when I opened the box. It made me feel confident that I had made the right decision to buy from Robins Kitchen online.

And the last package to arrive was from Cotton On. One of Australia’s most prominent fashion retailers, who have recently made the jump to selling online. I figured that, since it was starting to heat up, some new shorts were in order. My order was simple, 2 pairs of shorts, same style, same size, just different colours.

Simple right?

8 days later a beaten up plain white satchel was shoved under my front gate. To be honest, when I saw it lying there, I had no idea what it could be as so much time had elapsed that I had forgotten I even placed the order. I did get a little spring in my step though when I read the con note on the package and saw the name Cotton on. You beauty….new shorts for the week-end. I have to say that my enthusiasm was short-lived. When I sliced open the satchel and reached inside I found my shorts screwed up in a ball in the bottom of the bag. My invoice was also just chucked in and looked like someone in their warehouse had been practicing origami with it. The whole experience was deflating. Something that should have conjured thoughts of the beach on the week-end, simply left me thinking, who the hell at Cotton On thinks that it’s OK to send parcels out like this.

The one thing that I had purchased that was just for me was the one thing that didn’t impress me on any level. Not to mention one of the products was faulty, but that’s a topic for another article.

If you are selling products online my advice is simple. Buy something from your online store. Do it anonymously so you don’t get any special treatment, and when the package arrives make an honest assessment of your satisfaction levels. If you’re not completely chuffed, it’s time to review your packaging. It may just be the one thing that gives you a competitive advantage over other retailers who are targeting your loyal customers.

Because when we fork out good money for anything, we all care what it looks like.