Should we package our product differently for online sales vs. retail sales?
We will start selling our small apparel product online first and then go after the retail market. With this in mind, should we use different types of packaging for online sales vs. retail? What type of packaging would be best? We want to look professional and also be cost effective. What would be best for online sales? What would be best for retail sales?
Yes, what pops off the shelf is different than what catches your eye online so consider the context when you are looking at packaging options. How will it look under fluorescent lights in store at eye level vs. knee level for example. What other types of merchandise will be located around it in store?
Look at strong online retail sites like Zappos and see how they merchandise their products online. I think consumers are very sensitive to over-packaging these days as well so consider green options -- less is more. Showcase your product, not the casing.
Paige Arnof-Fenn is the founder and CEO of Mavens & Moguls, a strategic-marketing consulting firm whose clients include Fortune 500 companies as well as early stage and emerging businesses.
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