Why Packaging Matters

Export success relies on the adaptability of your product’s packaging. It’s the difference between sitting on a shelf and selling on a shelf. Whilst your product’s physical appearance may have been years in the making - and leverage its own heritage in your domestic market - international buyers are interacting with it for the very first time.?

Packaging is the primary way to tell your brand story, appeal to a totally new market, and stand out from the crowd.

So, here are our top 3 considerations when evolving your packaging for a new export territory:

Marketing

Packaging is more than an added cost to your exporting process. Instead, see it as a potential ambassador for your product and your business. Before approving a prototype, consult on the competitor market, consumer habits, design options, communication requirements and potential promotion opportunities.?

Once you’ve gathered all the intel, brainstorm the best ways of differentiating your product within the parameters of market regulations. Consider the “Pringles” approach and differentiate yourself from standardized packaging. It was unimaginable to supply crisps in anything other than a bag - overnight they created themselves a new USP.

Labelling should be the number one priority (any written, electronic or graphic communication on the product). It’s preferable to have two facings over three - retailers look for high-margin products that take up the least space on shelves. Dietary information, composition of ingredients and process are all necessary content - but there’s also a chance to tell the story of your product to a new consumer, in a tone of voice that translates.

Suppliers

Purchasing your export packaging and labels from the right supplier will set you on the right track for secure, sustainable exporting of your product. As with most business partnerships, the best guarantee of quality comes from trusted recommendations: consult with your trade association, freight forwarders, shipping agents or other exporters in your sector. The cost of packaging will depend on your requirements; if your product has specific needs, like temperature-controlled storage, it’s best to check upfront that this is something they can provide.?

Suppliers can also be a great opportunity to up your sustainability credentials and reduce export costs. Consider the agglomeration of individual items into one package and the use of more environmentally friendly packaging - harmful materials like plastics often levy higher taxes.?

Regulations and levies are being introduced in Europe for excessive and unnecessary packaging that is not environmentally friendly

Security?

Make sure your products reach their destination properly preserved, and protected - it will save you time and money. The security of your products in transit is crucial to maintaining a healthy working relationship with your retailers and distributors at the other end.?

Look at installing authentication seals, anti-theft devices and RFID tags to track your product’s exit points. You’ll then be able to see if any item has been tampered with in transit, and alter inventory lists accordingly. Secure packaging is the most effective shortcut to regulatory compliance, and ensuring your product maintains its reputation wherever it shows up.?

Ultimately, the better you become at export, the more likely it is that you’ll find your products on shelves overseas. Shipping your goods in unique, secure and marketable packaging whilst keeping a keen eye on your supply chain will give you the greatest chance at success.