Advice

Why you should give your customers a low-packaging option

By Katelan Cunningham · July 16, 2020

This article is part of our series of strategies to reduce packaging costs throughout your supply chain. Want the full set? Download our guide with all 30 strategies.


As the demand for sustainable business practices increases, you might be wondering how you can reduce packaging without diminishing the unboxing experience. 

It can be challenging to design your packaging so that it works for new customers, existing customers, and those who are the most environmentally conscious. That's why some brands are starting to offer options at checkout that allow customers to receive less packaging. Opt-out opportunities work particularly well for reusable packaging and freebies.

This approach to component reduction reduces your packaging footprint and lets you cut costs in a way that actually increases customer satisfaction.

Opting out of freebies

Glossier's pink pouch is an iconic freebie that's earned the beauty brand instant recognition — they even sell the pouches solo! — but frequent customers may have more bags in their bathroom than they knew what to do with. Now at checkout, Glossier gives customers the option to opt out of the pouch and branded stickers. This component reduction has the potential to cut the packaging cost of an order by over 20%. Not only that, it gives Glossier customer data about the value of their freebies within their marketing budget. Opt-outs can be a great way to gather insight and determine which components you can eventually cut from your packaging altogether. 

 Why you should give your customers a low-packaging option
 Why you should give your customers a low-packaging option

Opting out of reusable components

Reusable components are also an opportunity to offer opt-outs, especially for subscription products. Custom hair care brand, Function of Beauty, gives customers the option to opt out of pumps for their shampoo and conditioner bottles. Repeat customers can continue reusing the pumps they received with their first order. Last Earth Day, Function of Beauty cited an 18,000 pump decrease across their orders.

Something to consider with reusable components is how long they need to last. Sometimes, encouraging reuse may mean upgrading a reusable component with more rugged materials so that it can function through numerous order cycles. 

 Why you should give your customers a low-packaging option
 Why you should give your customers a low-packaging option

If you're offering free items in your packaging, consider offering opt-out at checkout to see what your customers choose. For components you ship out frequently, consider making them reusable so you can minimize production and potentially reduce the size of your packaging. 

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Reduce Your Packaging Costs: 30 Strategies

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