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Pre-holiday Primer on Embracing Omnichannel Gift-Giving

Alicemarie Geoffrion, VP Packaging Operations, DHL Supply Chain, North America, has some timely advice for brand owners looking to leverage e-commerce and the omni-channel as we head into the holiday season.

Alicemarie Geoffrion, DHL Supply Chain
Alicemarie Geoffrion, DHL Supply Chain

Packaging World:  What are some packaging trends that you’re seeing this holiday season, in terms of packaging materials, unboxing, etc., and how can brands adapt to these new strategies quickly?

Alicemarie Geoffrion: This holiday season, it’s all about being green and getting noticed. Sustainability continues to be top of mind, and consumers are paying more attention to not only the products themselves, but how they are packaged. We are seeing retailers and manufacturers respond to this by being more transparent about their packaging materials and process, offering recyclable options, and encouraging other eco-conscious behaviors. For example, as part of their sustainability commitment, Duracell is beginning to eliminate PVC clamshells, replacing them with high-fiber content cards and recycled PET blisters.

We are also seeing a big push towards on-demand packaging. Our customers are asking us, “how can we handle more volume and be more flexible?” An on-demand model allows for less inventory of the packaging materials, creating cost efficiencies and generating less waste. For many of our customers, we leverage on-demand packaging solutions to reduce overall packaging requirements including, but not limited to, shippers, as well as fillers and inserts used for the in-store display assembly process. This significantly cuts back on waste and ultimately drives cost savings for our customers.

I expect to see a lot of creative in-store displays this holiday season. Displays and promotional packages stand out on store shelves and appeal to gift givers. We know consumers are influenced by how a product is presented inside retailers, so in-store displays can make a big difference. In fact, a study by the Journal of Organizational Behavior Management confirms that more than 70% of buying decisions are made in-store. 

This holiday season, e-commerce orders are set to hit an all-time high. One low-cost way to dress up e-commerce orders is to use holiday-themed custom packaging tape. We are seeing more of our customers request custom taping to drive brand awareness. It’s a smart investment, considering everyone already needs to use tape to seal boxes. Why not have that tape reflect your brand and the season?

PW: What are some packaging best practices for the holidays and into 2020? Our most recent 2019 Global Packaging Trends Report from PMMI's Business Intelligence communicated sustainability and convenience are king. So, what is the best way for companies to address both as customers place small one-and-two item orders online? 

AG: As we go into the holiday season, it’s important to look for ways to enhance sustainability and communicate those efforts to consumers.

As your report referenced, sustainability isn’t a nice to have anymore. It’s a must have.

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