Launch Operations
Part of DTC fulfilment decisions
Planning packaging that protects the product
Specify protective packaging from product risks, carrier rules and finished parcel dimensions, then review damage reports and changes.
Start with one DTC product SKU and the order combinations customers can buy. Assess where it could bend, break, leak or move, then specify the package, inspect representative parcels and review damage reports by package version.
Describe the item and the order
Record the SKU’s dimensions, weight and vulnerable parts, then note likely risks such as bending, breakage, leakage or contact with another item. Flag liquids, batteries, food and other goods that may face carrier restrictions, and check the chosen carrier’s current rules before choosing a service.
List the order combinations customers can place; items that are safe separately may collide in a bundle. Define how common bundles are packed so the result does not depend on improvisation at the packing bench.
Match protection to the risk
If an item must not bend, use a rigid mailer or stiff reinforcement. For a delicate item, protect each unit and prevent movement inside a sturdy outer package; possible cushioning and separation materials include paper void fill, bubble wrap, air pillows, foam inserts and cardboard partitions or edge protectors.
Create a written specification for each SKU and common bundle. Record the item’s dimensions and weight, vulnerable parts, box or mailer, selected cushioning and its placement, closure, label placement, and expected packed dimensions and weight.
Include a fit check, approved substitutions and what the packer should do when an order does not fit. Australia Post advises that an item should fit without being too loose or too tight, and that packaging should be durable and secured with heavy-duty packing tape.
Packaging Materials for Different Risks
- Risk: Bending
- Use rigid mailer or stiff reinforcement
- Risk: Breakage (delicate items)
- Protect each unit with bubble wrap, foam inserts, or cardboard partitions
- Risk: Leakage (liquids)
- Use sealed containers and secondary containment; check carrier restrictions
- Risk: Movement in bundles
- Use paper void fill, air pillows, or edge protectors to prevent contact
Check the finished parcel
Pack representative orders, including common bundles, to the specification. Inspect product-to-product contact, movement, pressure on vulnerable edges, closures and label placement, then record any changes needed.
Weigh and measure each finished parcel and record its packed dimensions and weight. Compare them with the chosen carrier’s current service conditions and quote; do not remove necessary cushioning solely to reduce a quoted charge.
A visual inspection does not prove that a package will survive transit, so support any performance claim with an appropriate test under documented conditions. If reusing packaging, remove or cover the original label or address.
Key Packaging Guidelines from Australia Post
- Fit Check
- Item should not be too loose or too tight
- Tape Requirement
- Use heavy-duty packing tape for durable closure
- Cubic Weight Rule
- Consider cubic weight when quoting shipping costs
- Label Removal
- Cover or remove original labels if reusing packaging
Pros and Cons of Reusing Packaging
- Pros
- Reduces waste and cost; supports sustainability goals
- Cons
- May compromise integrity if damaged; requires label removal or covering
Review damage and changes
Record damage reports by product and packaging-specification version, with destination where available. Inspect returned items and customer photos before assigning a cause, then look for patterns across reports.
Review the specification when the product, bundle or carrier changes, and revise it when damage reports point to a recurring problem. Keep records supporting claims about packaging materials, and make disposal instructions specific to the materials used.
The ACCC can require businesses to back claims about their products or services. Keep evidence supporting any such claims about the packaging.
