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25th - 26th SEPTEMBER 2019  |  OLYMPIA

Online retail packaging lessons from Black Friday 2017

01 Aug 2018

Online retail packaging lessons from Black Friday 2017

Rob Carle, Head of sales, e-commerce UK at DS Smith Packaging

In the rush of Black Friday, and in the run up to Christmas, you may not have given much thought to how your packaging effects the shopper experience. That’s understandable, given that it’s hard enough to keep on top of the demand.

But a good packaging experience can be the difference between a one-off shopper and a loyal customer.

This article will look at this year’s Black Friday, and what it taught us about how to approach packaging during major discounting events, with a discussion of volume, returns, multichannel logistics, and design.

Traditionally arranged to coincide with the Thanksgiving holiday period in the United States, Black Friday has transformed the British retail calendar and overtaken Boxing Day as one of the most significant shopping days of the year.

UK shoppers flocked to physical stores over the Black Friday weekend looking for bargains. However, the biggest growth in Black Friday sales continues to be seen online, a clear sign that consumers prefer the convenience of internet shopping. As online retailers take stock of the lessons learnt from the past few weeks, they should plan to be ready with products, packaging and logistics all streamlined and able to meet the demands of eager online bargain hunters next year.

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