Packaging

The packaging of a product is an important part of the product variable, especially for online retailers. The issue with online shopping is the lack of physical contact with the consumer and the delivery of the product is, arguably, the only point of physical interaction the buyer has with the company. It is exciting to receive a package that you have ordered even when you know the contents, which makes product delivery and this part of the product variable essential to communicate and engage with the customer.

Net-A-Porter is a luxury brand and has a relatively exclusive market. This also shows in their packaging of their products. Customers have the choice of three packing options for their order:
Basic packaging is a brown box, with your goods wrapped in tissue paper.
Signature packaging is the Net-A-Porter signature black box and luxuriously tied with a ribbon (shown in the image below (Limited, 2016)
This expensive looking packaging looks expensive and luxurious.

The signature packaging available at Net-A-Porter (Limited, 2016)

Net-A-Porter pride themselves on giving the best customer experience in terms of luxury.
For first time buyers, their first item also includes a measuring tape and a card to note your measurements so that customers can accurately log their size. So the customer can quickly and easily order the correct size without having any doubt if it will fit.
This is a clever customer retention strategy as it will create a good reputation for Net-A-Porter and the consumer will be more likely to shop with them again.
This provides the customer with a high quality, more physical shopping experience, without actually going into a store. (Moore, 2015)

Measuring and thank you note (Keala, 2014)

Recently, ASOS have been sending the majority of their orders in a bag rather than a box as seen in the image below (Melion, 2016)). This is for environmental reasons, as this means more items can fit into a van to reduce CO2 emissions. ASOS have come up with this effective solution to continue quick delivery to customers but also with the least impact on the environment.  (ASOS, 2016)
in addition to this, Asos have taken the opportunity to create and eye catching, memorable design to capture the buyers attention.
They have also included social media logos to advertise there presence online. This will encourage consumer engagement online and is an effective way to help build customer relationships. (Melion, 2016)

An example of ASOS' eye catching packaging (Melion, 2016)

It is clear to see that ASOS have taken a different approach to their packaging than Net-A-Porter. ASOS have taken a social marketing approach, which still attract customers as they will be satisfied with the idea that they are considering the environment in the shipping process. ASOS advertise their brand as affordable for anyone, so those ordering and receiving their items packaged in this way is not disappointing for the consumer as they don’t shop at ASOS for a luxurious shopping experience. The clever package design engages and attracts customers to their extensive online platform.

On the other hand, Net-A-Porter is focused entirely on the up market customer. Net-A-Porter attracts the rich consumer looking for high quality products. These customers are paying a lot for the product and want luxurious packaging, and are willing to pay for it. Net-A-Porter simply have their website address on the box as their target market is unlikely to use online social media as much as an ASOS customer. The free gift of a measuring tape and thank you note shows a high level of customer service by giving the customer something extra to make them feel special and more likely to shop with Net-A-Porter again.
They are an exclusive brand and pride themselves in having the reputation for being expensive and luxurious and not for everyday purchases.

References

ASOS (2016) Packaging and waste. Available at: http://www.asosplc.com/corporate-responsibility/our-business/environment/packaging-and-waste.aspx (Accessed: 31 October 2016).

Limited, C.L. (2016) Construct London. Available at: http://www.constructlondon.com/projects/net-a-porter (Accessed: 14 November 2016).

Melion, P. (2016) Packaging and its role in eCommerce. Available at: http://cartcraze.com/blog/packaging-and-its-role-in-ecommerce (Accessed: 14 November 2016).

Net-A-Porter (2016) NET-A-PORTER.COM. Available at: https://www.net-a-porter.com/au/en/Help/Contact-Us (Accessed: 31 October 2016).

Keala (2014) ‘First time with net-a-porter’, Gummy Vision, 23 March. Available at: http://gummyvision.com/gummyvision/2014/3/23/first-time-with-net-a-porter (Accessed: 16 November 2016).