The advent of retail stores began more than 100 years ago. We’ve been able to purchase items in bulk at membership clubs since the 1970s. And buying items online has been a convenience that dates back two decades.
As consumers, we’ve become so reliant on these purchasing channels and want endless choices. We demand more and more goods to be delivered to our homes, and we want manufacturers to know our every need—and anticipate our future desires.
Amazon’s Frustration-Free Packaging program is not only affecting Amazon sellers, but also other e-commerce and retail brands. All sellers whose Amazon-fulfilled packages are larger than 18" x 14" x 8" or heavier than 20 lbs. must meet certification guidelines or face steep chargebacks of $1.99 per unit. Brands such as leading toymaker Hasbro are certifying their packages to reduce waste, costs and damage, while making them easier for consumers to open.
By switching to Frustration-Free Packaging for their popular Baby Alive toy, Hasbro:
A brand manager may consider redesigning their packaging for many reasons: to improve protection, brand perception, speed of assembly, cost containment, revenue, and customer experience. When one leading food company was evaluating the decision, it was all about sales.
Brands often face new packaging challenges during each stage of the product lifecycle. Whenever a brand manager sees key product metrics plateau or decline, it’s important to consider whether a package redesign would help reignite consumer interest.
GET AHEAD OF THE CURVE AND MOVE TOWARDS FRUSTRATION-FREE
Packaging guidelines that improve the unboxing experience, such as Amazon’s Frustration-Free Packaging (FFP) initiative, have been around for years. Up until recently, most e-retailers have treated these programs as recommendations. Now Amazon is turning some of their packaging guidelines into requirements, causing current vendors to quickly find a solution, while setting a new packaging benchmark that may ripple throughout the e-commerce industry.