Packaging is an element that everyone (and no one) wants to decide. The reason is that many things are involved in packaging and its planning. Within a company, the marketing team wants to use packaging as a branding tool. For that, they ensure that the product travels safely. But they often do not have enough technical knowledge to make important decisions about packaging. For its part, the logistics team tends to bet on a very austere and sparing packaging, practical, not aimed at communication or the presentation of the product.
More interestingly, the logistic team members look for effective packaging at the best price, but sometimes they forget that packing is much more than a transport box. Both the outer and inner influence the perception of the brand by the customer. And in the case of online sales companies, the experience of opening the packaging by the customer, called unboxing, is part of the shopping experience itself. So, it should not be left exclusively in technical hands. Overall, the involvement of both logistics and marketing teams is essential in the packaging of all types of products. For example, you produce cannabis cigarettes. In this case, both teams decide how cannabis cigarette packaging will address marketing and protection simultaneously.
Who should buy the packaging within a company?
Two teams go head to head.
The answer to this question may seem simple, but in practice, it is not.
Two teams should buy packaging within a company. These teams are the marketing team and the logistics team.
They can shape boxes that strikes a balance between functionality and beauty. For that, they need to work hand in hand. Additionally, it should serve as an efficient transportation tool as well as a communication and branding tool simultaneously.
Why do we say that the answer is not simple in practice?
Well, because generally, the two teams work separately on the rest of their tasks. The marketing team often works closely with communication, advertising, media agencies, and internally with the sales and product teams. But he rarely crosses paths with the logistics team.
The same thing happens to those responsible for transporting the company. Theirs are the trucks, carriers, the organization of the loads, the optimization of the storage spaces, and the time spent in the transportation. But they rarely coincide in any common task with the marketing team.
Teams with a diametrically opposite approach
The logistics team will always seek lower costs, efficiency, and the optimization of available resources. While the marketing team will always try to embellish the product to improve its commercial output, which may involve an economic investment that the logistics team may not understand a priori. The secret for this odd couple to work is usually in the clear assignment of tasks to each team. If each of these legs of the company is clear about aspects they can decide on, it is much easier for the collaboration between both departments to be successful.
What aspects of packaging should Marketing decide on?
Interestingly, Marketing decides on the following aspects:
- External and internal printing customization through an element printed directly on the box.
- Personalization (or not) of the outer seal.
- Use of adhesive labels inside or outside and for what purpose of communication.
- Use of filler packaging to improve product presentation. Ex: paper shavings, tissue paper, or some decorative wrapping.
- Special design requirements, for example, handles to better grip when transporting it.
What aspects of packaging should Logistics decide on?
The logistics team knows inside out everything that can happen to a box during its transport. For this reason, Logistics should decide on everything related to the safety and protection of the product:
- The thickness and quality of the cardboard used to make the box.
- Internal protective packaging: the need for corners, bubble wrap, air-filled packaging, etc.
- The choice between standard packaging or custom packaging for CBD products is based on the volumetric weight of the product or products to be transported and the available surface area inside the trucks or vans.
What aspects of the packaging should the two decide on?
Bet on 100% recyclable packaging or not (it must be aligned with the brand’s values but also be economically affordable by the company)! You can bet on cardboard boxes, which are already recyclable, and combine them with ecological fillers such as Eco Care filler packaging.
Use of packing with special characteristics depending on the product being transported like isothermal packaging. The correct preservation of the product, especially if it is fresh, is mainly a Logistics task. But it also has a huge impact on brand perception, so between the two teams, they should decide whether to use it and what it looks like.