"The customer's perception is your reality." - Kate Zabriskie
Today's world is heavily driven by price. Whether you're looking for a new pair of tennis shoes, or purchasing material for a multi-million-dollar company, price is always a factor--and rightfully so. It's important to shop around and find the best deal. In the packaging world, things are no different.
When you're submitting RFQs to multiple company, it's important to look at the quality of each company's product in addition to the price. One company might just produce a higher quality product, even if the specs are supposed to be identical. Or maybe you're looking at various options from a single supplier. You may think it would be great to save a few cents per box if you downgrade the material.
Put yourself in your customer's shoes. What would they want? Would they want a leaning tower of boxes because you sacrificed stacking strength for a couple of dollars? Or would they rather have a nicely stacked pallet with no uncertainty on whether the product in each box is crushed. Chances are, they'd prefer the latter.
Maybe the boxes or packaging you're purchasing is passed all the way down to the end user. When they're browsing the shelves of a retail store, the packaging is what they see first. If you were the consumer, would you grab the dented and ripped package? Or would you look at the comparable product next to it with a little bit nicer of a package? You'd likely take the nice one without thinking twice about it.
You may think that choosing the cheaper option is the right option since it helps your bottom line. This may be true sometimes, but you must put yourself in the customer's position to make your decision. If you were buying your product, how would you like to receive it? Would your opinion of the company change if you received a damaged product because the packaging didn't hold up? Thinking like the customer is often the key to a happy customer.