Delivering E-commerce Packaging with Purpose How Go North Group is reducing waste and delighting customers with Amazon's Ships in Product Packaging Program.

Go North Group was founded in 2021, as an aggregator, bringing together small businesses on Amazon with the intention of improving and expanding them. Now, with a portfolio of 33 brands spanning home, animal, and lifestyle categories, Go North is on a mission to deliver "products with purpose."

"Our products each solve a problem our customers have, and we keep that customer focus in all aspects of our business, including packaging," says Ryan Looysen, CEO at Go North Group. "Customers want to receive their items safely without the hassle of excess cardboard and plastic to dispose of."

In November 2023, the company collaborated with Amazon's Ships in Product Packaging program (SIPP), which allows sellers to ship items to customers in their own product packaging without any Amazon-added material. The program helps sellers reduce packaging, improve the unboxing experience for customers, and save on Amazon fulfillment fees.

For Go North, the results have been tremendous. "Within a year, we've enrolled nearly 230 products in the program and saved approximately $280,000 in fulfillment-related expenses," Looysen says. "This helps us reduce our impact on the environment and reinvest funds to develop better, more meaningful products."

Here are two ways Go North is engaging with and delighting customers, thanks to purposeful packaging.

Innovating product packaging for e-commerce success

Go North's Baby Playpen required a little creative thinking to get the packaging sturdy enough to withstand e-commerce fulfillment without the need of an Amazon overbox. Go North not only redesigned the product packaging—it redesigned the product.

Instead of one long rod to hold up the side paneling of the playpen, Go North divided the rod into two shorter pieces and made the packaging more compact. "SIPP's guidelines promote a shift in thinking about product packaging, with the goal of environmental responsibility and improved customer satisfaction," says Alvaro Claure, Inventory Manager at Go North. "Now our playpen fits securely in a box with less risk of it bouncing and getting damaged during shipping. It also is easier for customers to store and travel with."

Engaging customers through custom design

With SIPP, sellers can ship products in custom packaging that puts their brand at the forefront of the delivery experience. Go North designed their Woolly Mammoth blanket packaging with product messaging that highlights the quality, durability, and longevity of the blanket.

"Participating in SIPP shows our customers that we are intentional in every detail," says Lovisa Ahlm, Head of Marketing at Go North. "This helps reinforce why customers purchase from our brand and leaves a lasting positive impression."

Ahlm says Go North's upgraded product packaging is indeed resonating with customers. "Amazon shoppers are very vocal when they do not like something," she says. "In terms of SIPP, out of hundreds of thousands of items shipped, we have only seen positive comments. That is a true testament to it being a good solution that benefits everyone."

Visit amazon.packaging.com to learn how to reduce packaging and enhance the customer experience with Amazon's Ships in Product Packaging program.