Products passing through the e-commerce channel have to withstand more frequent and rigorous handling: statistically, a package is handled on average more than twenty times (four times more than traditional bricks-and-mortar retail) and, anecdotally, it is more likely to be tossed into a van or dropped on a doorstep. If the packaging is insufficiently robust, the costs to the brand owner can be significant. Replacing a destroyed item can cost up to 17 times as much as shipping, but the damage to your reputation can be even greater.
A particularly challenging product category for the small parcel delivery channel is liquid products, which can commonly break and leak during shipping. As consumers become more comfortable with ordering everyday liquid items on online platforms, the need for packaging designed to withstand e-commerce fulfillment increases.
As a leading global player in dispensing systems, the challenge of e-commerce fulfillment has been a major R&D focus for Rieke. Our aim has been to deliver innovations that allow liquid products to reach the consumer without damage or leakage – eliminating the need for multiple layers of secondary packaging.