The marketing potential of personalisation of shipping packaging

Hana Volfová (), Eliška Svobodová () and Jana Pechová ()
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Hana Volfová: SKODA AUTO University, Mlada Boleslav, Czech Republic
Eliška Svobodová: SKODA AUTO University, Mlada Boleslav, Czech Republic
Jana Pechová: SKODA AUTO University, Mlada Boleslav, Czech Republic

Marketing Science & Inspirations, 2022, vol. 17, issue 2, 16-25

Abstract: The goal of the paper is to find out consumers' attitudes towards the marketing usage of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. While the marketing importance of consumer packaging has long been known and described, the design and function of shipping packaging also needs to be explored. Qualitative research (combination of experiment and interview) was conducted to examine differences in the personalization of shipping packaging according to different age cohorts and also to find critical attributes of shipping packages for the consumers. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.

Keywords: marketing; brand; consumer; design; distribution; package; packaging; personalisation; promotion (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:2:p:16-25

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