Online retailers seeking to enhance their customers’ shopping experience are focusing on what’s in the box. In Basic Marketing and Essentials of Marketing we note three primary roles of packaging: promoting, protecting, and enhancing the product. This multimedia Wall Street Journal story (which includes an article, interactive graphic, and video) “Boxing Up Shopping’s Magic Moment,” (November 17, 2011, non-subscribers may have to click here) provides great reinforcement of all three roles of packaging:
- Extensive testing of many packaging materials to assure that packages survive the trip from the retailer’s warehouse to the customer’s home in good shape.
- Many online retailers are wrapping the inner package in a beautiful manner to enhance the overall experience when the package is opened at home.
- The beauty of that inner package makes people feel better about the brand and promotes the next purchase.
This Wall Street Journal “package” offers a variety of examples you can use when you teach product or retailing. The video might work well in class because it is more than just talking heads and includes some nice images to complement the story. This was also posted at Learn the 4 Ps.