Thorns in the supply chain: tackling Mother's Day flower packaging problems

 

Mother’s Day is fast approaching, and if previous years are anything to go by, consumers are gearing up to spend around £1.7 billion on gifts (Global Data), with flowers being a popular choice. And it’s safe to say that the majority of these beautiful bunches and bouquets will be making their way through the supply chain, damage-free, ready to spread the love and appreciation to excited recipients, but for some, their journey may be a little bumpier.

Flowers are one of the most popular choices of gifts purchased off the Internet (Internet Retailing) for Mother's Day, with 72% of shoppers planning to buy the perfect bunch for the occasion (National Retail Federation). So, there’s a very big reliance on packaging to make sure these heartfelt gestures are perfectly protected, and both the sender and recipient have a great experience – sharing in the joy of gift giving.

For many companies, navigating through the complexities of the varied supply chains can pose a challenge in ensuring this happens. One way to improve the protection of your flowers is by using custom packaging solutions specifically fit-for-flowers, this will ease some of the supply chain difficulties and improve your customer’s experience.

The protective power of petal-perfect flower packaging

With their delicate petals and stems, flowers are vulnerable to damage during shipping and handling, and packaging design plays a huge part in ensuring they arrive in perfect condition. It’s important for packaging to strike a balance between protecting products - against shocks and impact, as well as temperature fluctuations and moisture - while helping them stay fresh until delivery to retain their natural beauty.

As flowers are perishable, temperature-controlled packaging is also an option to help prevent floppy Forget-me-nots or sad sunflowers. This packaging solution incorporates water-resistant coatings which help keep moisture away, maintaining the quality of the flowers and preventing wilting as they move through the supply chain.

 

To ensure a floral gift box is up to the challenge of keeping flowers fresh it must undergo quality assurance. This can be done by utilising ISTA Packaging Testing, which assesses how well packaging performs in various conditions, helping to reduce the risk of product damage and customer dissatisfaction, ultimately enhancing brand reputation and loyalty.

With 1 in 3 consumers prepared to leave a brand they love after a single disappointing experience (PWC), quality assurance should be checked at each stage of the supply chain to ensure only the freshest and highest quality flowers reach customers.

This is where tried and tested flower packaging solutions come in, such as the customised eCommerce packaging designed for Jardines de Los Andes. As a leading flower grower, the team needed packaging that protected orders while retaining freshness and visual appeal. By combining the functionality of protection with aesthetics and freshness, this fit-for-purpose flower packaging solution offered the perfect balance.

Sowing the seed for quality

Product protection throughout the supply chain is a key part of the unboxing experience, as it ensures items arrive at their destination in perfect condition, free from damage or defects. This is especially important in the eCommerce flower market, where bunches of bouquets are sent as gifts all year round – not just for Mother’s Day.

 

Protective packaging such as flexible liners not only safeguard delicate blooms but can also add an element of luxury and elegance to flower packaging, further enhancing the gifting experience. This is key as product unboxing can influence how recipients perceive the value and thoughtfulness of a gift, with half of UK shoppers believing that packaging is a vital part of their overall experience with a brand (Internet Retailing).

Thoughtfully designed packaging - crafted with aesthetics, branding and overall presentation in mind - can boost the joy of receiving a gift. Packaging transforms a simple purchase into a meaningful brand experience. The better the unboxing, the more likely consumers are to share this, both online and in real life.

The significance of a perfect unboxing experience and how consumers share this on social media cannot be understated with 82% of people trusting social networks to guide purchasing decisions (Digital Marketing Institute). What buyers say about a business online really matters, and the next time they’re looking to buy a gift for a loved one, their recent positive experience will spring to mind.

Rooting out waste to preserve every petal

Packaging waste is a big challenge in the supply chain, which harms the planet and increases a business’s operational costs. One way of addressing this is to use the right-sized packaging, using specific dimensions that match the size and shape of the product to be shipped. By reducing excess packaging material, the right-sized packaging minimises waste, helping businesses to meet their sustainability goals whilst also reducing delivery costs.

 

Incorporating eco-friendly packaging practices to reduce waste throughout the supply chain is essential. Pairing beautiful blooms with green packaging solutions underscores a commitment to the environment. By implementing protective packaging measures, this helps to minimise product loss; reducing the chances of spoilage, breakage and unsellable stock.

The synergy between both the green qualities of flowers and planet-friendly packaging conveys a powerful message of environmental stewardship. Businesses can minimise product and packaging waste, upholding their environmental responsibilities, and ensuring both their flowers and packaging pave the way for a blossoming future.

Growing greener solutions

Flowers bring a huge amount of joy and delight. However, as a natural product that’s dependant on the environment in which it’s grown, businesses must protect that environment – from minimising packaging waste to reducing CO2 emissions.

As with many supply chains, using the wrong flower packaging materials can have a significant environmental impact. Traditional materials - such as plastic and foam (neither of which are fully recyclable) - contribute to waste and can negatively impact the planet. To overcome these challenges, businesses are encouraged to embrace planet-friendly packaging options and green practices.

 

Recyclable and biodegradable packaging materials offer environmentally friendly alternatives that minimise waste. And using eco-friendly transportation methods and optimising delivery routes to reduce mileage can significantly reduce carbon emissions. This could help businesses to match consumer expectations for green practises.

With 75% of consumers more likely to purchase from brands that offer green or sustainable products, and 49% willing to pay more for sustainable packaging and delivery (Deloitte), by adopting green packaging options and practices that reflect the green credentials of flowers, suppliers can reduce their impact on the planet and meet important customer expectations.

Petals meet pixels

Data analytics and predictive modelling are a game-changer for supply chain optimisation, helping to improve packaging design, choose the correct materials and decide on the best distribution strategies. By using insights from real-time supply chain data, it’s possible to improve packaging and minimise product damage by looking at trends, risks and potential opportunities for innovation.

SupplySmart helps businesses make informed decisions about packaging materials, designs and distribution strategies based on data analysis. This data-driven approach helps highlight inefficiencies in the packaging process, highlighting areas for improvement and implementing solutions that will enhance product protection and reduce waste. Perfect for those flower box deliveries!

This Mother’s Day, enhance your flower packaging by utilising protective and sustainable solutions. At Smurfit Kappa, we focus on streamlining business supply chains and reducing product loss for cost-effective flower packaging solutions. Contact us today to tackle the thorns in your supply chain.