Macfarlane Packaging launches annual ‘unboxing’ research


Macfarlane Packaging, the supplier of protective packaging, launched its fifth annual ‘unboxing’* survey to UK consumers on 13 July. The results are expected to further help online retailers to tailor their packaging to meet the needs of their customers.

During the lockdown restrictions due to the COVID-19 global pandemic, some eCommerce stores have experienced a dramatic increase in online orders. During the pandemic, consumer buying habits changed almost instantly and online shopping rates continue to rise, growing 129% week on week* in UK and Europe. Shoppers’ expectations of eCommerce are also rapidly altering, with convenience and ethical considerations at the forefront in driving purchasing decisions. 

This year’s unboxing survey will provide retailers with valuable consumer feedback on the experience of receiving and opening items that were purchased online. The 2020 survey will look specifically at the quality of packaging, how retailers have coped during COVID-19 and the environmental priorities placed on packaging choices.

Laurel Granville, Marketing Director of Macfarlane Packaging, said: “For the fifth year running, we are asking consumers about their unboxing experience. During the period of lockdown, online shopping increased dramatically so now is a good time to get consumer feedback on the packaging of these online purchases. We know that a great unboxing experience can enhance the image of the brand and reduce cost for online retailers so the results of this survey will be of significant interest to these businesses.”

Macfarlane’s 2019 unboxing survey revealed that retailers need to be working towards more sustainable packaging with 40% saying the packaging wasn't environmentally friendly. The survey also showed that a third of consumers are likely to pay more for environmentally friendly packaging that offers the same level of protection.

The survey is running from 13th July until 9th August and the results are expected to be published in September 2020. 

*The experience of opening a package containing a product ordered online has become known as “unboxing”. Video and consumer reviews of not only products but the packaging that they arrive in are an important consideration for retailers. 



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