However, the research, by the UK’s largest packaging supplier, demonstrates that there remains considerable scope for online retailers to enhance their customers’ experience through improving the use and presentation of packaging.
Unboxing – the experience of opening a package received by post or courier from an online retailer – is seen as an increasingly important part of the customer experience, with YouTube now featuring 60 million unboxing videos
This is the second year that Macfarlane has conducted this survey, receiving responses concerning 165 online retailers. Shoppers were asked to assess a variety of areas including the appropriateness of the outer packaging size; the durability of packaging; the ease of opening and the amount of packaging materials used.
The principal findings of the 2017 survey are:
Laurel Granville, Marketing Director at Macfarlane Packaging, said:
“Britain’s online retailers have clearly listened to their customers and are increasingly harnessing the power of good packaging. We know from our customers and from recent research how important consumers view their unboxing experience and it’s great to see retailers responding in this way.
“By making their packaging fit for purpose, online retailers are taking big steps to improve the experience for their customers, reduce damages and, therefore, returns.”
However, this year’s survey has revealed that while more retailers are branding their packaging, they have yet to fully embrace the role that branded packaging can play in their customers’ unboxing experience, with only 12% of those surveyed truly delighted with their packaging experience.
Only 35% of customers described the packaging as “consistent” with the brand image of the retailer or supplier and 38% reported that their pack had no branding, either inside or outside. One customer commented on the lack of branding on their package: “The funny thing is, they sell branded goods so they know how important branding is.”
Laurel Granville again:
“Although our survey reveals a commendable improvement from online retailers, it also lays bare the considerable scope that exists for the sector to capitalise on the potential for packaging to be a real differentiator for them. In a competitive market, and as we approach the retail sector’s busiest time of the year, now is the time for retailers to go the extra mile and turn on the wow factor for their customers with packaging that brings the store experience into their homes.”
View the full 2017 unboxing results here: https://www.macfarlanepackaging.com/unboxing-2017/