Macfarlane Packaging is carrying out an unboxing survey to help internet retailers enhance packaging performance.
The company said the results are expected to provide online retailers with valuable feedback from consumers on their experiences of opening and unpacking goods ordered over the internet.
Unboxing is described as the experience of opening a package featuring a product ordered online.
According to IMRG, internet retailing continues to increase, with UK online sales crossed £130bn in 2016.
YouTube now hosts about 60 million of such ‘unboxing’ videos, with millions of views. Hence, packaging has become one of the most important elements for online retailers.
Macfarlane conducted its first ‘unboxing’ survey last year and it showed that about 30% of parcels despatched in the UK retailers could be improved. As many as 10% had products damaged, resulting from improper or inappropriate packaging.
The company says that the survey can help online retailers in assessing the appropriateness of outer packaging size, the durability of packaging, the ease of opening the package, the amount of packaging materials used, the recyclability of packaging, the ability to use packaging for returns and the appropriate use of branding.
Macfarlane Packaging marketing director Laurel Granville said: “The whole unboxing experience is an important issue for internet retailers and presents opportunities for them to enhance their image, build their brand and reduce their costs while delivering an excellent experience for their customers.
“Last year’s unboxing survey showed that there was room for significant improvement among the UK’s online retailers. Too much packaging, too little packaging and hard to open packaging puts not only products but reputations at risk and we want to see what’s changed in the last 12 months to help retailers to ensure that they’re providing their customer with the best experience possible.”
