Shlomi Lahana: Packaging and delivery as part of the customer experience
The big challenge for businesses in the process of entering the world of deliveries is to transfer the experience of purchasing in a store to consuming the product at home. After all, at the point of sale we have almost complete control over the world of the senses – smells, sounds and tastes. We meet the customer face to face and can give an immediate response to his desires and doubts. All of these disappear as soon as you enter the shipping field. There are two elements to this challenge – shipping management, which is an area where we encounter high customer expectations, which have been formulated following product orders through international companies.
These expectations include mirroring to the customer where the package is in the process, arrival schedule, etc. This is a threshold condition for entering the shipping field, which will prevent customers’ disappointment. The second element is product packaging, designed not only for protection but also as a sales, branding and emotional tool. There are a lot of hours at home during this period, every small investment in the packaging and the messages you want to convey through it, will greatly enhance the shopping experience.
The author is a strategic marketing consultant and lecturer in marketing at the College of Management