Macfarlane Packaging, a supplier of protective packaging, is this week (15 July) launching its annual “unboxing” survey to UK consumers.
The experience of opening a package containing a product ordered online has become known as “unboxing”. With the advent of video blogging, consumer reviews of not only products but the packaging that they arrive in are becoming increasingly important to retailers. This research will provide retailers with valuable consumer feedback on the experience of receiving and opening items that were purchased online.
Macfarlane’s 2018 unboxing survey revealed that almost a quarter of online shoppers felt that the products they bought online were overpacked. Overpacking remains a major challenge for retailers as they balance the need to ensure their product arrives undamaged while managing customer demands for more sustainable packaging.
Laurel Granville, Marketing Director of Macfarlane Packaging, said: “Once again we are asking consumers about their unboxing experience which we know remains a top priority for retailers. We know that great unboxing experiences can present opportunities for online businesses to enhance their image and reduce their costs. This year, we are particularly interested to hear consumers views on the use of sustainable packaging.”
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