Benelux Online Retailers Turn to Premium Packaging to Boost Customer Loyalty
Amsterdam, Saturday 6 June 2026
Facing rising online advertising costs in 2026, Benelux brands are investing in premium, reusable metal packaging to create memorable physical experiences and drive long-term customer loyalty.
The Shift from Screen to Tangible Brand Experiences
While digital brands invest heavily in user-friendly platforms, rapid checkouts, and highly targeted campaigns—often powered by artificial intelligence (AI) and scalable Software-as-a-Service (SaaS) solutions—competition is increasingly moving away from the screen [1][GPT]. The physical moment a customer receives a product is gaining strategic importance, transforming packaging from a mere transport vessel into a critical marketing instrument [1]. On 4 June 2026, packaging specialist EBC Golfkarton highlighted that fragile products require rigorously tested solutions, offering pre-production samples to ensure structural integrity during transit [3]. However, to truly differentiate themselves, many e-commerce companies are looking beyond standard corrugated cardboard to more premium materials [1][3].
Digitalising Legacy Industries and B2B Scalability
Beyond consumer goods, the digitalisation of legacy industries is accelerating rapidly in 2026. Technical wholesaler Kippers Rijssen, which has been operating for 34 years, has fundamentally overhauled its digital and logistical infrastructure to support robust omnichannel growth [2]. Many business-to-business (B2B) webshops struggle with software scalability as online order volumes surge [2]. To counter this bottleneck, the Twente-based family business has fully integrated its webshop with real-time inventory management and its expansive 1,400-square-metre physical showroom [2]. This ensures that the online platform functions as a dynamic sales engine rather than a static catalogue, allowing the company to guarantee that orders placed before 16:00 are shipped the same day [2].
Strategic Leadership in a Transforming Digital Economy
Navigating this complex blend of physical and digital commerce requires experienced leadership. On 4 June 2026, Dorkas Koenen was officially presented as the new chairman of bvA, the Dutch network of brand leaders, succeeding Erik van Engelen who completed his maximum six-year term [4]. Koenen aims to champion the independent interests of advertisers and foster a transparent, innovative communication landscape in an increasingly transformative environment [4]. The bvA remains the only network association in the Netherlands exclusively focused on advertisers and brand leaders [4].