The omnichannel market (retail and e-commerce) poses significant challenges to package designers, product manufacturers, retailers and the distribution system. How do you provide enough product protection when the distribution channels are so different? The choices made about the packaging strategy have a significant impact on damage rates and costs. This past fall, ISTA surveyed product vendors to determine how they are addressing the challenges in the omnichannel market. In addition to documenting the relative use of the various omnichannel packaging strategies, the survey also attempted to determine if there were linkages between several variables, as reflected in how the damage rates vary by the distribution channel, the packaging strategy, the packaging cost (as a percentage of product cost), the product category the product cost and shipment volume, the scale of product distribution, and the size of the company.
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