Online Toy Purchases Packaging Perceptions, update
Consumers have responded favorably to FFP. In 2015, just 29% of respondents admitted to being influenced by premium packaging. This figure increased by over 10% in 2016. The advantages of FFP are attracting more users. One of such advantages is ensuring that the product arrives delivery point without damages. Self-shipping is offered under FFP but the experience depends on the user. Collectors are more likely to opt out of self-shipping.
Please find below a dive into this request.
In completing this request, we first carried out a general research on how packaging affects a customer’s perception and/or influences their purchase decisions. In 2016, 40% of consumers were positively influenced by premium packaging. We then circled on how packaging affects toys and games purchasing. The two main classes of people that make toys/games purchase decisions — parents and children — are attracted to packaging that is simple and easy to open.
Our next step was to search Amazon to find out what Frustration-Free Packaging is and how customers are responding to it in toys and games delivery. We went to Amazon because they are the initiators of FFP and have been using it for over a decade. We found that on the three counts of FFP, that is, easy to open, eliminating waste, and delivering goods undamaged, consumers are happier. So much so that in 2017 alone, Amazon completed 120 million FFP certified shipments.
While we could not find research on self-shipped packages, we did find that for certain types of toys, shipping without an additional box or just placing a label on the package created a bad user experience.
PACKAGING PERCEPTION SPECIFIC TO TOYS & GIFTS
Consumers of toys and games are more attracted to visually appealing packages. They are also interested in having quick access to their toys and games when they are delivered. We need to acknowledge that there are two types of consumers of toys and games. The first group is children who play with these toys and games and the second are collectors. An addendum to the first group is the parents who buy the toys and games who are interested in the packaging beyond simply unwrapping the toys in time. Their concern extends to disposing of the packaging and how it affects the environment. In one decade, Amazon eliminated 181,000 tons of packaging materials.
We shall talk about collectors in the paragraph tagged 'Self-Shipping'.
FFP AND THE EFFECTS ON THE PERCEIVED VALUE OF TOYS/GIFTS
FFP allows customers to show their commitment to the sustainability of the environment and influences their choice of purchase. In 2016, two in every five consumer says they will buy again from retailers/manufacturers that use premium packaging. This is an 11% increase over 2015. The premium packaging also ensures that the goods purchased arrive without being damaged. FFP also affects the manufacturer. Chances of being listed on a site like Amazon increases when they subscribe to Frustration-Free Packaging.
Applying Augmented Reality in online retailing also enhances user experience. This gives the customer an opportunity to see what the product will look like on delivery especially if they opt for self-shipping. There have been instances where the customer has been disappointed by the packaging because a product was only available for FFP delivery and they wanted some other packaging because they are collectors.
There are many benefits of FFP in the retailing of toys and games. Customers want to get right to their toys without spending too much time unwrapping the gifts. They are also concerned about the materials that are used in packaging and preventing damage to goods. These are all covered under FFP. This is why, in 2016, 40% of respondents said they would rather buy from retailers who offered premium packaging than those who didn’t. AR technology further deepens consumers experience and helps them decide whether to opt for self-shipping or not.