Template-Type: ReDIF-Article 1.0
Author-Name: Hana Volfová
Author-Name-First: Hana
Author-Name-Last: Volfová
Author-Email: hana.volfova@savs.cz
Author-Workplace-Name: SKODA AUTO University, Mlada Boleslav, Czech Republic
Author-Name: Eliška Svobodová
Author-Name-First: Eliška
Author-Name-Last: Svobodová
Author-Email: xsvobodova1@is.savs.cz
Author-Workplace-Name: SKODA AUTO University, Mlada Boleslav, Czech Republic
Author-Name: Jana Pechová
Author-Name-First: Jana
Author-Name-Last: Pechová
Author-Email: jana.pechova@savs.cz
Author-Workplace-Name: SKODA AUTO University, Mlada Boleslav, Czech Republic
Title: The marketing potential of personalisation of shipping packaging
Abstract: The goal of the paper is to find out consumers' attitudes towards the marketing usage of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. While the marketing importance of consumer packaging has long been known and described, the design and function of shipping packaging also needs to be explored. Qualitative research (combination of experiment and interview) was conducted to examine differences in the personalization of shipping packaging according to different age cohorts and also to find critical attributes of shipping packages for the consumers. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.
Classification-JEL: M31, M37
Keywords: marketing, brand, consumer, design, distribution, package, packaging, personalisation, promotion
Journal: Marketing Science & Inspirations
Pages: 16-25
Volume: 17
Issue: 2
Year: 2022
File-URL: https://msijournal.com/the-marketing-potential-personalisation/
Handle: RePEc:cub:journm:v:17:y:2022:i:2:p:16-25