One product, two packagings: Bosch Power Tools relies on the concept of channel differentiation for its packaging. It offers the advantage of tailoring the packaging precisely to the requirements of the sales channel.
Whereas product packaging in retail also serves as an advertising and information medium, What counts most in online shipping are its logistical properties. In future, Bosch Power Tools will be focussing on channel differentiation for its packaging of measuring devices for DIY enthusiasts. In addition to packaging for stationary retail, the STI Group has developed a shipping-optimised packaging line for the electronics manufacturer.
The concept of channel differentiation offers the advantage of tailoring the packaging precisely to the requirements of the sales channel. While the Offline packaging in retail thanks to a brilliant print image with an illustration of the product and provides the consumer with all the necessary information, the features of the Online packaging significantly on the requirements in the logistics process. It is robust and optimised for SIOC (Ships In Own Container), i.e. Additional outer packaging is unnecessary in most cases. The e-commerce version completely dispenses with the Euro hole hanger - necessary for many product packagings in retail, but disruptive in online logistics.
The online version is also visually very different from the retail packaging. The natural design epitomises the DIY lifestyle and enhances the brand experience with sustainable aspects, which the packaging supports with brown recycled material and the reduced white and green print image, among other things.
Source: STI Group
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