Differentiating packaging for sales channels

Bosch Power Tools differentiate its packaging by channel. In addition to the packaging for the retail trade, Bosch Power Tools supplements the packaging line for measuring instruments with a logistic-optimised solution.

One product, two packages: the advantage of channel differentiation is that it allows packaging to be tailored precisely to the demands of each sales channel. The Retail packaging makes a strong visual impact on shelf, using colourful branding and imagery, providing the shopper with all the information they might need to make a purchase decision. On the other hand, e-commerce packaging is about efficient logistics: ideally, robust packaging that is ready to ship with no additional outer. Online packaging can also do away with unnecessary retail extras such as tabs or holes for hanging on Eurohooks.

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