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The Importance of Good Packaging Choices

It is vital for businesses and retailers to understand that the sales process does not come to an end the moment a customer places an order or hands over their credit card information.


Choosing to use quality packaging and good carriers who share a commitment to customer care is as important as offering high standards of service at the point of sale.

It can be a costly mistake to believe that the condition of packaging materials is not important as long as customers receive products in a timely manner. Poor packaging can result in bad customer relations and negative branding issues.

Damaged Packaging

Poor-quality cardboard boxes, cases, pallets and other packaging materials can increase the chances of damage occurring during shipping. The business or retailer may not actively cause the damage but can be at fault if compromises have been made when it comes to packaging processes.

What’s more, customers don’t care about excuses. They have a right to expect that their packages arrive all in one piece, and broken cardboard boxes or damaged crates give the impression of a lack of care for what the parcels contain.

Packaging Choices

Instead of trying to point the finger elsewhere, businesses and retailers need to take responsibility for the packaging of their products at all stages of the shipping process. This often means assuming that shipped items will be treated roughly and that warning labels and handling instructions could be ignored – even if it is just by a single handler.

It is also essential to use the right packaging for the job. Retailers should not be surprised if their products arrive at their destination in pieces, for example, if they have just dropped them into an oversized cardboard box.

Good packaging, such as that available from Holmes Mann, should protect products in a similar way to how shoes protect feet and socks act as a shock-absorbing extra protective layer. In terms of shipping, a product’s original packaging can act like socks, along with other packaging materials such as bubble wrap, air cushioning or loose-fill materials like plastic peanuts.

The shoes are the outer packaging layers, which may be cardboard boxes, crates or envelopes. No one would seriously consider going on a long journey wearing hand-me-down shoes that don’t fit properly, and yet far too many businesses and retailers still send their products off in second-hand poorly fitting boxes.

Some packaging can be reused but only after it has been thoroughly inspected and its integrity assured. If in doubt, it is always best to retire old packaging materials in favour of new alternatives that are guaranteed to be up to the job.

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