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Packaging and E-Commerce: An exploration of needs and potential innovations

Njoman, Maria Fransisca LU (2021) MTTM01 20211
Packaging Logistics
Abstract (Swedish)
Utfärdande :De olika egenskaperna i distributionskedjan mellan fysiska affärer och E-handel har skapat ett potentiellt behov för en ny sorts paketering inom E-handel.
Syfte : Syftet med studien är förstå varför det finns ett ökat behov av olika förpackningsalternativ på marknaden utifrån konsument, producent och online handelens perspektiv. Samarbetet med Tetra Pak syftar också till att analysera klyftan mellan Tetra Paks nuvarande portfölj och de förväntade förpackningskraven inom E-handel.
Metod : För att kunna besvara forskningsfrågorna har en litteraturstudie och halvstrukturerad intervjuer genomförts. I studien intervjuades personal från Tetra Pak, ett E-handelsföretag i Indonesien, en E-livsmedelsbutik i Sverige, samt en producent... (More)
Utfärdande :De olika egenskaperna i distributionskedjan mellan fysiska affärer och E-handel har skapat ett potentiellt behov för en ny sorts paketering inom E-handel.
Syfte : Syftet med studien är förstå varför det finns ett ökat behov av olika förpackningsalternativ på marknaden utifrån konsument, producent och online handelens perspektiv. Samarbetet med Tetra Pak syftar också till att analysera klyftan mellan Tetra Paks nuvarande portfölj och de förväntade förpackningskraven inom E-handel.
Metod : För att kunna besvara forskningsfrågorna har en litteraturstudie och halvstrukturerad intervjuer genomförts. I studien intervjuades personal från Tetra Pak, ett E-handelsföretag i Indonesien, en E-livsmedelsbutik i Sverige, samt en producent som äger en E-handel
Slutsatser :1) Behovet av robustare förpackningar identifieras i E-handel, särskilt i de rena aktörerna, på grund av mer beröringspunkter, den tidiga paketfördelningen och den icke-standardiserade paketkonfigurationen i hela distributionskedjan. Detta behov kanske inte är tillämpligt på de omnichannel-spelare som har nästan samma distributionskedjor som fysiska affärer.
2) Den nya förpackningslösningen bör bibehålla produktskyddsfunktionen, samtidigt som den bör vara prisvärd och miljösynpunkt. Marknadsföringsattributer är mindre viktiga för att förbättra det första köpbeslutet, men det kan främja återköpsbeslutet genom bra upplevelser efter köpet.
3) Tetra Pak har redan haft några potentiella byggstenar, inklusive fyrkantig förpackningsform, pappersbaserade förpackningsmaterial, aseptisk förpackning, förpackningar för kylda produkter, samt teknik för spårning och digital tryckning i förpackningslösningen. För framtida innovation skulle det vara intressant att utvärdera fördelarna och nackdelarna med att förnya de primära eller sekundära förpackningen, omdefiniera konceptet med grupppaket, samt inkludera den geografiska aspekten.
Nyckelord : E-handel, förpackning, logistik, försörjningskedja, hållbarhet (Less)
Abstract
Issue of study : The difference in supply chain characteristics between brick and mortar and E-commerce has triggered the potential need of new packaging requirements for E-commerce.
Purpose : The purpose of this study is to understand why there might be specific packaging requisites in the online channels and what the requirements are. The thesis aims to explore the product and the logistics requirements of packaging from different perspectives, including the producers, the E-commerce players, and the consumers. Collaborating with Tetra Pak, this thesis also aims at analysing the gap between Tetra Pak’s current portfolio and the expected packaging requirements in E-commerce.
Method : In order to answer the research questions, a... (More)
Issue of study : The difference in supply chain characteristics between brick and mortar and E-commerce has triggered the potential need of new packaging requirements for E-commerce.
Purpose : The purpose of this study is to understand why there might be specific packaging requisites in the online channels and what the requirements are. The thesis aims to explore the product and the logistics requirements of packaging from different perspectives, including the producers, the E-commerce players, and the consumers. Collaborating with Tetra Pak, this thesis also aims at analysing the gap between Tetra Pak’s current portfolio and the expected packaging requirements in E-commerce.
Method : In order to answer the research questions, a literature study and semi-structured interviews have been carried out. The interviewees include people from Tetra Pak, an E-commerce player in Indonesia, an E-grocer in Sweden, as well as a producer which owns its internal E-commerce.
Conclusions :1) The need for more robust packaging is identified in E-commerce, especially in the pure players, due to the higher number of touch points, the early package breakdown, and the unstandardized package configuration throughout the supply chain. However, this need might not be applicable to the omnichannel players which have almost similar supply chains with brick and mortar.
2) The new solution should maintain the product protection feature, while being low cost and sustainable. The package no longer needs the promotional attributes to enhance the first purchase decision, but it may promote the repurchase decision through great after-purchase experiences.
3) Tetra Pak has already had some potential building blocks, including the brick packaging shape, the paper-based packaging materials, the aseptic packaging, the packages for chilled products, as well as the technology of track and trace and digital printing in its packing solution. For the future innovation, it would be interesting to evaluate the pros and cons of innovating the primary or secondary packages, redefining the concept of group packs, as well as including the geographical insights.
Keywords : E-commerce, packaging, logistics, supply chain, sustainability (Less)
Please use this url to cite or link to this publication:
author
Njoman, Maria Fransisca LU
supervisor
organization
course
MTTM01 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
E-commerce, packaging, logistics, supply chain, sustainability
language
English
id
9055873
date added to LUP
2021-06-17 15:17:40
date last changed
2021-06-17 15:17:40
@misc{9055873,
  abstract     = {{Issue of study	: The difference in supply chain characteristics between brick and mortar and E-commerce has triggered the potential need of new packaging requirements for E-commerce.
Purpose	: The purpose of this study is to understand why there might be specific packaging requisites in the online channels and what the requirements are. The thesis aims to explore the product and the logistics requirements of packaging from different perspectives, including the producers, the E-commerce players, and the consumers. Collaborating with Tetra Pak, this thesis also aims at analysing the gap between Tetra Pak’s current portfolio and the expected packaging requirements in E-commerce.
Method	: In order to answer the research questions, a literature study and semi-structured interviews have been carried out. The interviewees include people from Tetra Pak, an E-commerce player in Indonesia, an E-grocer in Sweden, as well as a producer which owns its internal E-commerce.
Conclusions	:1) The need for more robust packaging is identified in E-commerce, especially in the pure players, due to the higher number of touch points, the early package breakdown, and the unstandardized package configuration throughout the supply chain. However, this need might not be applicable to the omnichannel players which have almost similar supply chains with brick and mortar.
2) The new solution should maintain the product protection feature, while being low cost and sustainable. The package no longer needs the promotional attributes to enhance the first purchase decision, but it may promote the repurchase decision through great after-purchase experiences. 
3) Tetra Pak has already had some potential building blocks, including the brick packaging shape, the paper-based packaging materials, the aseptic packaging, the packages for chilled products, as well as the technology of track and trace and digital printing in its packing solution. For the future innovation, it would be interesting to evaluate the pros and cons of innovating the primary or secondary packages, redefining the concept of group packs, as well as including the geographical insights.
Keywords	: E-commerce, packaging, logistics, supply chain, sustainability}},
  author       = {{Njoman, Maria Fransisca}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Packaging and E-Commerce: An exploration of needs and potential innovations}},
  year         = {{2021}},
}