Online Retailers That Ship Brown Boxes Miss Opportunity to Increase Sales, Customer Base and Marketing Efforts

Dotcom Distribution Research Shows More Than Half of Consumers Are Likely to Re-Purchase From e-Retailers That Use Unique, Branded Packaging

Edison, New Jersey, UNITED STATES

EDISON, N.J., Sept. 4, 2013 (GLOBE NEWSWIRE) -- Dotcom Distribution, a premier provider of fulfillment and logistics solutions, announces today the results of its 2013 eCommerce Packaging Survey of US consumers. Findings show that premium packaging – which consists of unique, gift-like branded boxes or bags – benefits retailers in areas including customer loyalty, marketing and advertising. When premium packaging is executed strategically, it can yield positive results in terms of brands' public awareness.

The 2013 eCommerce Packaging Survey results show strong opportunities for customer loyalty development, with 52 percent of consumers likely to make repeat purchases from an e-retailer that delivers orders in premium packaging. In fact, half of customers expect online orders to arrive in premium packaging if that same retailer provides branded packaging in-store. According to Dotcom, premium packaging is a valuable opportunity to provide online customers with a unique brand experience.

The study also presents data that suggests retailers gain awareness from consumers reusing branded bags or boxes in public. Given that 90 percent of consumers re-use branded packaging, the opportunity for retailers to benefit is substantial. Three in 10 consumers have discovered a new brand after seeing a customer carrying the retailer's packaging in public. By investing in premium packaging, retailers can gain 30 percent more business.

"Online retailers should not overlook the importance of premium packaging for their eCommerce products," said Maria Haggerty, president of Dotcom Distribution. "Customers look for the 'WOW' factor when shopping online and when receiving a package, as they miss out on the in-store experience. Premium packaging for online purchases delivers a brand's in-store experience to an eCommerce customer."

Social Media Opportunities Exist for Retailers Utilizing Premium Packaging

The marketing opportunities for online retailers begin when the customer receives and opens a branded package. Dotcom found that nearly four in 10 consumers would share a picture of an online delivery via social media if it came in a unique, branded or gift-like box, and 83 percent of those consumers would do so on Facebook.

There is an especially high amount of 18-25 year olds that are actively sharing packaging on social media. Seventy-four percent are likely to share a product on social media, with 88 percent of those customers posting to Facebook. Brands that target the young-adult market would especially benefit from marketing branded packaging on social media platforms.

"The value of premium packaging extends far beyond the customer experience into residual marketing effects," said Haggerty. "The experience goes beyond the online order to when the customer actually opens the beautifully wrapped package and shares that experience across social networks. That act of online and social recommendations drives loyalty from your customers and promotes brand awareness."

Consumers Value Sustainability

As retailers choose their branded premium packaging, the sustainability of their selection should also be taken into consideration. Sixty percent of consumers think it is important or very important that a retailer's packaging is sustainable. While price and sustainability are not typically equal considerations in packaging selection, retailers who make sustainability a priority are perceived as environmentally friendly, and customers also enjoy being viewed as environmentally conscious in their purchasing decisions.

Sustainability is also a driver in the customer's decision to re-use a branded retail bag or box. Eighty-four percent of consumers re-use branded packaging in order to cut down on waste. Sustainable packaging not only strengthens the customer's reason for re-use, but also demonstrates that the brand cares about the environment as well.

"It's clear that a retailer's packaging choice can have repercussions," said Haggerty. "Our findings show that packaging is not to be overlooked or underestimated for its potential impact on a brand. In the competitive retail environment, delivering a superior customer experience through premium packaging will put a brand ahead of the pack."

Other findings from the study are detailed in the full report, available for download at For a Slideshare presentation of additional findings, visit

Dotcom Distribution 2013 eCommerce Packaging Survey

Data for the Dotcom Distribution 2013 eCommerce Packaging Survey was gathered from a representative sample of US consumers, both males and females ranging in ages from 18-61. A variety of questions regarding packaging re-use and motivations were asked. The resulting findings are the basis for the Dotcom Distribution 2013 eCommerce Packaging Survey.

About Dotcom Distribution

Dotcom Distribution is one of the premier providers of logistics and fulfillment services to growing retailers & manufacturers. Industry pioneers such as Adore Me, Birchbox, Bliss, Fab, INTERMIX, and vineyard vines trust in Dotcom's boutique feel, enterprise scale and management team to ensure their customers receive the highest quality packaging & delivery, while preserving the brand experience all the way through to the customer's front door. Dotcom's facility enables typical clients to achieve same-day order shipping and an average 1-3 day delivery times via standard ground service to 75% of the US population – all while delivering custom packaging solutions which resell the brand experience at that critical final mile delivery.

For more information about Dotcom Distribution and its logistics and fulfillment services, visit


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