Strategize Once, Win Twice with DTC Packaging that Scales to Retail

In retail and direct-to-consumer packaging, there are distinctive jobs to be done. Online, it’s all about lasting engagement. Your customers are already seriously considering your brand and they have plenty of  time to learn about your product. To perform, the package needs to photograph well, ship safely, and turn unboxing into a shareable moment. 

On shelf, there’s no time for leisurely storytelling. You have 20 seconds or less to make an impression. Packaging must quickly communicate the value of your brand and stand out against the competition you’re nestled right next to. 

Even with these different goals in mind, it’s still possible for packaging to make a clean transition between the two channels without a total overhaul. A thoughtful strategy and strong partnership with your supplier can ensure you deliver a consistent, impactful experience both online and on shelf. 

Plan for the scan.

Some of the most frustrating — and costly — packaging rework comes from DTC-only decisions that disrupt the move to retail. It may seem simple, but one common mistake is ignoring the UPC until it’s time to hit shelves. Treating this little code as non-negotiable from day one can lead to big savings down the road. 

Another way to plan for retail readiness is choosing formats that flex to meet the demands of major retailers. Stand-up pouches and folding cartons tend to adapt well to planograms ranging from specialty retailers to club stores. They also help future-proof your packaging for new SKUs and product launches. 

Lessons in shipping. 

One benefit of starting with a DTC model is your shipping learnings become a cheat code for retail. The same constraints — shock, crush, rub, handling variability — show up in warehouse-to-store transit, storage, and shopper handling. Abrasion resistant inks used to prevent scuffing on a mail truck also prevent shelf wear. Closures and seals designed to survive jostling in the shipping process also ensure fewer leaks when product arrives in store. Use your DTC return data and feedback to learn and improve well before retail buyers start calling. 

Unboxing “wow” works double duty. 

Special packaging touches that create shareable unboxing experiences can also deliver an impactful shelf presence. Premium finishes and materials, innovative openings, and embellishments can capture attention in the store and delight consumers at home to foster customer loyalty. 

It’s important to be intentional about these details and consider how they translate from the lens to the human eye. A bit of shine may signal luxury in person but can be hard to capture with photography. On the flip side, tactical details that elevate unboxing don’t always draw shoppers to the shelf. Weigh your options against your budget and prioritize based on your strategy.

Keep it consistently simple. 

One question we get fairly often from DTC brands looking to make the move to retail is “Why can’t I use different packaging for different channels?” The answer is consistency. The more consistent your package the more you can build memory, trust, and efficiency. Shoppers move between channels, so the package they unbox at home should match the one they reach for on the shelf. One flexible, but consistent system leads to faster recognition and brand loyalty. 

This consistency can also lower operational costs and risks. Shared dielines, inks, and specs simplify sourcing and help avoid mistakes. 

Prototype the path forward. 

Prototyping provides a relatively low-risk way to get packaging right before you make a full investment. Quick comps and print-realistic mockups allow you to check color, finish, and readability on camera. Taking the prototype from the studio to the store can help determine how it will perform under bright store lighting alongside competing products. 

Your packaging supplier should serve as your prototyping co-pilot. Helping you understand what to watch for and what adjustments you can make to narrow in on a solution that will take you from DTC to retail as smoothly as possible. 

Digital as your secret weapon. 

Another way your packaging partner can set you up for success both online and in stores is with digital printing. With no plates, minimums, or lengthy setup processes, you can learn fast, waste less, and scale at a moment’s notice — a huge advantage when that first big retail order comes in. The nimble nature of digital can also help enhance the DTC experience with personalization and special edition SKUs. 

From online to on shelf: the bottom line. 

Though the demands of DTC and retail don’t always overlap, one thoughtful system can serve both. Planning ahead and working with the right partner are key components of building out this system with the flexibility to meet your customers where they prefer to shop.