Esko Study: Why e-commerce shoppers return health and beauty products

In the new study, about 14% of online shoppers returned health and beauty products because of miscommunications in online appearance, versus what was actually delivered to their home.

Esko (Gent, Belgium), a global provider of software and hardware for packaging management and collaboration, design, workflow automation and production, has released a new study titled Packaging and the Digital Shopper: Meeting Expectations in Health & Beauty along with sister companies Pantone, X-Rite and AVT. The new study reflects a June, 2018 Esko study titled Packaging and the Digital Shopper: Meeting Expectations in Food & Beverage that revealed the importance of packaging – and that 34% of shoppers return an online purchase because of the packaging alone!

This latest study explored what 3,000 shoppers in North America, Western Europe and Asia want from health, beauty and personal-care packaging. Qualitative and quantitative data from this new study may be valuable to senior brand leaders in many departments – such as marketing, design, packaging and information technology – in order to gain insights into shoppers’ preferences and expectations regarding packaging in digital and physical shopping experiences within the health, beauty and personal care sectors. With this knowledge, brand leaders and owners can better simplify and connect their packaging functions, become more agile, and utilize packaging as a way to innovate their products to drive growth. The findings are also useful for creative agencies and packaging converters as they help brand leaders meet and exceed the product and packaging expectations of today’s digital shoppers.

Here are a few key statistics from the study:

  • 63% of shoppers foresee purchasing more health, beauty and personal care products online in the next 18 months
  • 14% of online shoppers returned health and beauty products because of miscommunications in online appearance versus what was delivered to their home
  • 28% of shoppers agreed that they had purchased a new product because they enjoyed the packaging in the prior three months
  • 63% of shoppers say they’re highly likely to purchase health and beauty products that are personalized for their skin and or body type
John Elworthy.

Future online shopping expectations. Esko said that, with 63% of shoppers stating that they’re likely to purchase health and beauty products that are personalized for their skin and or body type, brand leaders need to start considering how to rapidly personalize functional product attributes and improve that experience for shoppers – even including the product’s printed instructions! “Personalization to the shopper will be less about applying his or her name on the product, and more about product customization,” Esko added.

“The data and insights on shopper’s packaging preferences, specifically within personalization, explain why it’s become imperative to utilize digital packaging technology tools to increase speed to market and improve overall packaging and product quality,” said John Elworthy, Senior Director of Global Brand Sales at Esko. Esko President at the time of the study, Udo Panenka, agreed: “Our study highlights the importance of brand consistency. With shoppers returning products because they don’t match what they’ve seen online, leaders at health, beauty and personal care companies should work to connect their packaging value chain functions in order to present unified or custom product imagery, content, brand graphics and proprietary colours at the speed required by digital shoppers.”

To access the study please visit: http://bit.ly/2pUgNrP.

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Tony Curcio is the editor of Graphic Arts Magazine.