We operate in an economy where speed is king. Commerce moves so quickly - from one-click orders to next-day shipping - it’s easy to get caught up in the momentum and begin to assume that everything in our world moves equally as fast.
Ship-from-store fulfillment is a great innovation in omnichannel strategy that is increasing the effectiveness of brick-and-mortar stores. But lurking underneath those benefits are a number of risks to brands and to profitability.
With the proliferation of e-commerce, retailers are doing everything in their power to keep their customers, but what they may not realize is how important secondary packaging is to building brand equity.