The advent of retail stores began more than a century ago. We’ve been able to purchase items in bulk at membership clubs since the 1970s. And buying items online has been a convenience that dates back two decades.

As consumers, we’ve become reliant on these channels and want even more choices for where we shop, unlimited goods available to buy and more manufacturers catering to our every need.

Packaging professionals are keenly aware of the shift fueled by consumer preferences, COVID-19’s impact and other societal factors. Manufacturers are now prompted to explore new channels and revisit their packaging and fulfillment practices to meet channel-specific demand.

Packaging and fulfillment for multiple channels
An omni-channel strategy focused on an exceptional consumer experience, whether the individual shops in-person or online, is the holy grail.

While many manufacturers manage traditional channels efficiently, tackling new outlets can be daunting. Whether that uncharted territory is wholesale membership clubs, subscription services, e-commerce or another avenue, two critical areas—packaging and fulfillment—must be evaluated to mitigate each channel’s complexities.

Test product packaging
If your company wants to distribute products via a new channel, begin with reviewing your packaging. Does it work for the new channel? Does the packaging conform with emerging trends? Will it meet consumer expectations for the channel?

One way to answer these questions is to test your packaging, including graphic and structural design, the interior packaging needed for safe shipment and how it performs to specific conditions.

The testing engineers and designers at Veritiv’s ISTA-certified lab test packaging for resistance to shock, compression, vibration and thermal conditions. Testing performance before new packaging is implemented is critical. With the right packaging, the product leaves the production line, moves through fulfillment and shipping and reaches the consumer in pristine condition.

Demand fuels review of fulfillment practices
Things have changed drastically in fulfillment, even in the last few years. End-customers expect goods more quickly—and, with returns on the rise, manufacturers also need solutions that meet that demand.

“Fulfillment encompasses consumers buying individual orders for their homes and businesses buying in bulk,” says David Rose, Veritiv’s Segment Marketing Manager. “At the other end of the spectrum are businesses that repackage and distribute goods, such as companies that receive and repackage truckloads of dishwashers to ship to big-box retailers.”

Education and access are key
Rose says it can be challenging for manufacturers to keep up with the ever-changing distribution environment, including what’s working in e-commerce.

“Part of servicing Veritiv’s customers is educating them on the array of packaging and fulfillment solutions,” Rose says. “We talk with various stakeholders—from sales to purchasing to people in the plant. It’s critical each area understands the options at their disposal.”

Working with Veritiv means ready access to packaging, channel and fulfillment professionals. Our collective reach and expertise afford customers the knowledge they need to adapt to and sell through new channels, reaching desirable markets and consumers.

Ready for Veritiv to help you with a new distribution channel? Contact our fulfillment team