{"id":570,"date":"2017-08-31T00:00:00","date_gmt":"2017-08-31T00:00:00","guid":{"rendered":"http:\/\/www.sprengthomson.com\/macfarlane-unboxing-survey\/"},"modified":"2018-07-17T09:32:59","modified_gmt":"2018-07-17T09:32:59","slug":"macfarlane-unboxing-survey","status":"publish","type":"post","link":"https:\/\/sprengthomson.com\/macfarlane-unboxing-survey\/","title":{"rendered":"Macfarlane unboxing survey"},"content":{"rendered":"
Retailers turning to the power of packaging, <\/strong>research reveals<\/strong><\/p>\n Macfarlane Packaging\u2019s annual \u201cunboxing\u201d survey has revealed significant improvements in online retailers\u2019 use of packaging to protect the condition of their products when being delivered to customers.<\/p>\n However, the research, by the UK\u2019s largest packaging supplier, demonstrates that there remains considerable scope for online retailers to enhance their customers\u2019 experience through improving the use and presentation of packaging.<\/p>\n Unboxing \u2013 the experience of opening a package received by post or courier from an online retailer \u2013 is seen as an increasingly important part of the customer experience, with YouTube now featuring 60 million unboxing videos<\/p>\n This is the second year that Macfarlane has conducted this survey, receiving responses concerning 165 different 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.<\/p>\n The principal findings of the 2017 survey are:<\/p>\n Laurel Granville, Marketing Director at Macfarlane Packaging<\/strong>, said:<\/p>\n \u201cBritain\u2019s 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\u2019s great to see retailers responding in this way.<\/em><\/p>\n \u201cBy making their packaging fit for purpose, online retailers are taking big steps to improve the experience for their customers, reduce damages and, therefore, returns<\/em>.\u201d<\/p>\n However, this year\u2019s 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\u2019 unboxing experience, with only 12% of those surveyed truly delighted with their packaging experience.<\/p>\n Only 35% of customers described the packaging as \u201cconsistent\u201d 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: \u201cThe funny thing is, they sell branded goods so they know how important branding is.\u201d<\/p>\n Laurel Granville again:<\/p>\n \u201cAlthough 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\u2019s 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<\/em>.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Macfarlane Packaging\u2019s annual \u201cunboxing\u201d survey has revealed improvements in online retailers\u2019 use of packaging to protect the condition of their products.<\/p>\n","protected":false},"author":10,"featured_media":531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[12,18],"acf":[],"yoast_head":"\n\n