Deciding on the perfect packaging solution for your retail or e-commerce store can be a tricky business: it effectively represents your brand. Understanding exactly why that is, and why packaging plays such an integral role in marketing your business, however, is an essential step in choosing the most appropriate and beneficial packaging solution.

In the modern consumer market, excellent customer value and service can be your trump cards — they’re essential components of customer retention and acquisition. If you run an e-commerce store, for example, and send out an expensive product that has poor security packaging, the chances of a repeat purchase can drop significantly. A company that adheres to customer beneficial values will have them filtering through all aspects of the business; from branding to products being delivered through a customer’s letter box.

So, in this section, you will learn about how packaging works in the world of retail and e-commerce, why it’s so incredibly important to get right in order for you to stand out from the pack, and how to not only meet your customer’s expectations, but exceed them.