Getting product right is clearly a key element of ecommerce, while the choice of packaging is an easily overlooked, but similarly important, part of the customer’s experience. This chapter outlines how to select the right product assortment, as well as what to consider when choosing product packaging. It covers:
- Data: How can customer data be harnessed to improve understanding of the market opportunity, and how can this feed into selecting an effective product assortment?
- Packaging: What role does packaging play in the customer experience, and what are the key considerations when it comes to packaging in ecommerce?
- Sustainability: As sustainability becomes a greater area of concern for customers, what are some steps brands can take to make their packaging more eco-friendly?