Printed Packaging is a Primary Defence against Counterfeit Goods
The Organisation for Economic Cooperation and Development (OECD) has identified that 3.3% of goods sold online are counterfeit. Working in partnership with the EU Intellectual Property Offices, the report suggests that intercepted, illicit merchandise costs the global economy £384.4billion a year.
Brand authentication plays an important role in helping to protect consumers from fake poor quality goods. It also helps to ensure that your company’s reputation and profits aren’t lost to corrupt sellers. Printed packaging provides a relatively low-cost way to clearly define your brand identity.
Small Postal Boxes Being Used to Shift Counterfeit Goods
The report highlights that pharmaceuticals, cosmetics, watches, leather goods, footwear and electronic equipment were amongst the items most likely to be copied. Recognising that large boxes of goods were often intercepted, illegal traders had shifted towards shipping fake goods in small postal boxes, which raise less suspicion.
Would you be able to spot the difference between your delivery boxes and those sent by a trader pretending to be your brand?
If you are using unbranded packaging to ship your goods, it is very straightforward for illegal traders to replicate your online shop and send out packages without customers realising the difference. If you are yet to use printed e-commerce delivery boxes, it is time to consider the options.
Printed packaging can include:
- Logos and other forms of branding
- Customer information
- Additional details such as foil stickers to provide an added seal of brand authentication
- Bar code printing, to aid traceability through the supply chain (we covered this in more detail on a blog titled Packaging and Product Traceability.)
Branding is as important for your delivery boxes, as it is for the primary packaging. With easily recognisable fonts, images and graphics, it becomes easier for irregularities to be spotted by both customers and enforcement authorities.
E-commerce Supports the Escalation of Fake Goods
Buying online brings many advantages. There is an extensive range of products, which can be browsed at your convenience and when ordered, delivered to your door. The distance between the consumer and seller, also make it incredibly easy for illegal traders to look genuine. With 3rd party logistics, even greater distance between the buyer and seller is created. This is seen as a major cause of the escalation of the trade in counterfeit goods.
As a legitimate retailer, you have to comply with regulations. You will check and approve the quality of goods, offer a fair returns policy and pay taxes. This is not the case for sellers of counterfeit goods. Intellectual Property Rights are ignored, some products (including pharmaceuticals and baby formula) can cause harm to the user and profits often fund other illegal activities.
If you are an online retailer, it is advised that in addition to printed packaging, you seek legal advice on protecting your intellectual property rights. In addition, factor in the threat of counterfeit traders and consider this when making technological and business planning decisions.
As a manufacturer of e-commerce packaging for online retailers, Aylesbury Box Company is happy to discuss the options, provide a quote and supply print samples. With a few informed decisions, you can help to protect your brand image and your customer’s rights, so contact us today on 01296 436888.