“Unboxing” study launched to help understand retailers packaging performance
Macfarlane Packaging, the country’s leading supplier of protective packaging, is this week launching its annual “unboxing”* survey designed to provide retailers with valuable feedback from consumers on their experiences of opening and unpacking goods ordered online.
Macfarlane’s 2017 unboxing survey revealed that 20% of packaging was not a good fit for the product, and 15% used too much packaging. Also 7% of products arrived damaged as a result of inappropriate packaging.
Laurel Granville, Marketing Director of Macfarlane Packaging, said: “We know that the consumer unboxing experience remains a top priority for retailers and presents opportunities for them to enhance their image, build their brand and reduce their costs”.
Macfarlane’s unboxing survey enables online shoppers to assess the:
- appropriateness of outer packaging size
- durability of packaging
- ease of opening
- amount of packaging materials used
- recyclability of packaging
- ability to use packaging for returns
- use of branding
The results are expected to be published in September 2018.