According to the German Wine Institute, four percent of all wines purchased in Germany in 2018 were ordered via the internet. Even though e-commerce in wine still has a niche existence compared to stationary retail, it is considered a high-margin sales channel due to the higher average prices. Most customers are wine lovers who choose more expensive wines. Supply and demand will grow as more and more customers appreciate the benefits of convenient online shopping. That is a matter of agreement among experts.
And since spirits and wine are always also stylish presents, online retailers offer the right gift for every occasion and price category in their shops: Attractively wrapped as a gift for friends and family or as a thank-you for business partners and customers. The direct dispatch to the recipient, also to several addresses, can be ordered at the same time.
In order to streamline the overall processes, DS Smith's display and packaging strategists have now developed “E-Wrap”, a prototype for the individual shipment of spirits, wines or products of a similar shape. The solution combines both gift and shipping packaging. What is special about it is that its two components are firmly interconnected. The outer packaging can be of a neutral design, while the inner packaging surprises as an attractive gift box.
The wrap-around bottle packaging can be easily filled, quickly erected and sealed with the self-adhesive tape that is already in place. This saves valuable time in the assembly process. At the same time, the all-in-one solution results in less packaging material and lower transport costs compared to gift packaging, which is protected by additional shipping packaging. Because the sturdy E-Wrap always has the right dimensions so that bottles and comparable products such as high-quality oils or vases arrive undamaged and without any filling material.
Apart from the logistical benefits, the innovation aims at an extraordinary unboxing experience. Recipients can easily open the outer packaging using the integrated tear-off strip to reveal the attractively printed gift package. The unboxing experience becomes a distinguishing feature. The packaging emotionalises and motivates customers to repurchase and recommend it.