Differentiating packaging for sales channels

While retail product packaging is primarily designed to attract, communicate and inform, the packaging used to ship online purchases needs to prioritise logistical properties. In future, Bosch Power Tools plans to differentiate its packaging by channel. DIY enthusiasts buying its measuring instruments online will soon receive their product in a logistics-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. Retail packaging must make 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 SIOC (ship in own container) with no additional outer. Online packaging can also do away with un-necessary retail extras such as tabs or holes for hanging on Eurohooks.

The online packaging is also visually different from the retail packaging. Its natural look fits with a DIY lifestyle and enhances the brand experience through sustainable aspects that include making out of brown recycled material and printing with a stylised two-colour image that uses less ink.