| Packaging is in the spotlight as never before. In | | | | Environmental sensitivity is a core value among |
| November 2008, Amazon announced its | | | | younger consumers, unlikely to change as they |
| Frustration-Free Packaging initiative, a large scale | | | | acquire more buying power. The demand for |
| program designed to - | | | | greater convenience and ease of use is already |
| - Employ recycled packaging materials | | | | prevalent - so much so that one wonders why |
| - Eliminate excess packaging | | | | packaging has not been more greatly influenced |
| - Eliminate secondary packaging, especially | | | | by it before now. |
| separate shipping boxes | | | | Frustration Free Packaging Is an Opportunity |
| - Employ easy opening packages that require no | | | | To date, 30 Amazon vendors and 350 products |
| knives or tools | | | | utilize Frustration Free Packaging - a fraction of |
| The program gained a lot of steam in 2009, | | | | Amazon's total vendor base. There is still time to |
| presenting a challenge and an opportunity to | | | | get into the program early and win new |
| merchandisers of consumer products (CPGs) and | | | | customers. |
| industrial firms. Amazon now has a listing of | | | | For manufacturers of consumer packaged goods |
| products that use Frustration Free Packaging, and | | | | (CPG) that do not sell through Amazon, |
| actively solicits user feedback on packaging for | | | | opportunities exist as well. By using packaging |
| public display on its website. | | | | consistent with the Frustration Free philosophy, |
| U.S. consumers already place a high value on eco | | | | firms will win new customers and strengthen |
| friendly packaging and safe, easy to open | | | | relationships with existing ones. |
| packages. Amazon's involvement is sure to | | | | Overcoming the Challenges |
| increase consumer awareness and sensitivity | | | | In defense of firms whose packaging is not |
| even further. | | | | Frustration Free, there are often many substantial |
| Consumers Prefer Function over Form | | | | benefits to popular, although frustrating, packaging. |
| The program encourages the elimination or | | | | Blister packaging, for example, is transparent and |
| reduction of many popular packaging materials, | | | | lightweight, protects against pilferage, provides |
| including clamshell packaging, blister packaging, wire | | | | product protection, and includes plenty of space |
| ties, and even traditional RSC corrugated shipping | | | | for branding. Professional packaging firms such as |
| containers. CPG firms in particular wrestle with | | | | Pioneer can help develop alternatives that retain |
| adopting these changes, as alternative packaging | | | | these advantages. The solution might involve a |
| methods often lack the design flair that has | | | | flexible plastic film with high clarity and strength or |
| traditionally been required to attract consumers to | | | | a plain chipboard container with graphics printed in |
| products on crowded retail shelves. | | | | a water-based ink. It is rarely the case that |
| Today, however, a growing number of people | | | | functional and marketing objectives cannot be |
| value simplicity and sustainability in packaging over | | | | satisfied with a new design approach. |
| aesthetics. Paradoxically, the plainest looking | | | | The packaging industry continues to innovate |
| package has become the one with the greatest | | | | packaging materials and systems with greater |
| shelf appeal. | | | | usability, re-usability, and recycling characteristics. |
| Whether this is a fad - as some firms would like | | | | Given the rapidity of change, we recommend a |
| to believe - or a long term change remains to be | | | | broad survey of design and material options at |
| seen. There is, however, good reason to think the | | | | least every six months. |
| spirit of Frustration Free Packaging will persist. | | | | |