Boosting customer lifetime value: How sustainable packaging practices win over eco-conscious consumers
Acquiring new customers is expensive, which is why so many companies are focused on increasing the lifetime value of the customers that they already have. And although the internet has conditioned today's shoppers to shop around, research shows that they'll stick with brands that support causes that are important to them - like sustainability.
Acquiring new customers is expensive, which is why so many companies are focused on increasing the lifetime value of the customers that they already have. And although the internet has conditioned today’s shoppers to shop around, research shows that they’ll stick with brands that support causes that are important to them – like sustainability.
In a recent Futerra survey of more than 1,000 consumers in the U.S. and UK, 88% said they’d be more loyal to a company that supports social or environmental issues, and 92% percent said they would be more likely to trust that company.
Perhaps more importantly, these same shoppers are increasingly (and repeatedly) choosing sustainable shippers with their wallets.
For a really detailed understanding where sustainability improvements can be made across the entire packing operation, Pregis help or facilitate customers by calculating the environmental impact of their current operations and identifying areas for improvement.
The Impact of Winning Sustainability-Focused Shoppers
As the Futerra survey notes, many consumers are willing to reward brands that demonstrate real eco-friendly commitment. 87% of respondents said they would have a more positive image of a company that supports social or environmental issues.
According to Nielsen, eco-conscious consumers are expected to spend up to €134 billion on sustainable FMCGs by 2021. Consumers are increasingly resonating with products that are environmentally friendly and use recycled packaging, two of the most important factors when it comes to purchase decision making.
Sustainable shoppers are undoubtedly in it for the long haul, so if retailers demonstrate their commitment to sustainability, they’re more likely to retain their customers in the long term.
Shipping Goods Sustainably
All shippers of goods can easily and cost-effectively demonstrate sustainability to eco-conscious consumers. Businesses can either integrate sustainable packaging methods into their current operations, or replace in-the-box packaging mediums with equally effective sustainable alternatives.
There are a wide range of recycled and recyclable packaging materials available; durable paper products, air pillows or hybrid cushioning all offer complete protection from impact during transit. Shippers can show customers how these sustainable packaging solutions are easy to recycle by applying How2Recycle® labels.
The single most impactful step shippers can take toward true sustainability is to reduce their in-transit damage rates.
Using strong, sustainable packaging will not only substantially reduce your carbon footprint by keeping returned products out of landfills, it will prevent costly re-ships while nurturing appreciative, lifetime customers whose products predictably arrive in the right condition to perform their intended use.
Thankfully, retailers don’t have to figure out how to properly pack their products on their own. With a corporate commitment to sustainability, the packaging engineers at Pregis can customise packaging solutions to meet environmental goals. And, with 88% of consumers ready to recognise this effort through loyalty, retailers can keep satisfied customers coming back for more.