Today's consumers no longer think in terms of “online” and “offline”. For them, a brand is a unique experience that encompasses e-commerce, physical stores and customer service. As a result, developing a solid omnichannel strategy has become essential for retailers who want to remain competitive, retain customers and meet growing expectations for sustainability.

Reusable packaging as a link between online and brick-and-mortar stores

Retailers spend a lot of money integrating digital and physical touchpoints, but they frequently forget about packaging. Packaging used to be viewed as an expense and was typically restricted to single-use items like paper bags or cardboard boxes. Reusable packaging, on the other hand, is altering this perspective and turning packaging into an effective omnichannel tool.

Reusable packaging has a special function in bridging the gap between online and offline retail. The journey doesn't stop at the customer's door when a product is delivered via e-commerce in reusable packaging. Rather, it provides consumers with an incentive to engage with the brand once more.

Retailers can convert online shoppers into in-person customers by letting customers return reusable packaging. Packaging becomes a tangible touchpoint between channels with this easy step, which closes the loop between e-commerce and physical retail. Reusable packaging actively promotes store visits rather than being thrown away like single-use cardboard boxes or conventional paper bags do.

Incentives that bring customers back

The omnichannel effect of reusable packaging becomes even stronger when combined with incentive programmes. To encourage customers to return packaging to the shop, retailers can offer rewards such as loyalty points, discounts, vouchers or small branded gadgets.

These incentives generate positive feedback. Customers will be motivated to return the packaging, visit physical stores more often and become loyal to the brand even after their first purchase. Over time, this strengthens customer loyalty and increases the number of repeat visits. This is something that traditional paper bags or disposable packaging solutions simply cannot offer.

Business results that go beyond sustainability

The omnichannel packaging strategy leads to measurable business results. Brands that collaborate with Movopack have seen excellent results thanks to reusable packaging initiatives.

One of the partner brands achieved a 732% ROI thanks to the initiative, demonstrating that reusable packaging can directly contribute to commercial success. Furthermore, according to a survey conducted by Movopack among final consumers, 85% of them stated that the use of Movopack's reusable packaging improved their perception of the brand.

Yamamay illustrates how reusable packaging can become a powerful omnichannel touchpoint. By integrating Movopack’s reusable packaging into its retail ecosystem and loyalty program, the brand strengthened customer engagement while supporting its sustainability strategy. As Barbara Cimmino, Head of CSR and Innovation at Yamamay, explains:

“Sustainability is one of the pillars of Yamamay's strategy. By introducing reusable packaging in our stores and integrating it with Yamamay Club, we are not only reducing our environmental impact, but also creating new value for customers.”

Conclusion

Reusable packaging is no longer just an alternative to disposable paper bags or cardboard boxes. It is a strategic tool that connects e-commerce and physical retail, encourages store visits, supports sustainability goals and has a real impact on business.

Are you ready to discover how reusable packaging can help the repositioning of your brand?