Macfarlane Packaging launches sixth annual unboxing research


Macfarlane Packaging, supplier of protective packaging, is asking UK consumers to share their unboxing experiences as it launches its sixth annual survey.

The survey, which will run until the 22 August, is expected to provide valuable insights for online retailers to help them ensure their packaging contributes to a positive brand experience for their customers.

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 in which they arrive are important considerations for retailers.  The research will uncover if the right packaging and amount were used and also explore the environmental attributes of the packaging.

Laurel Granville, Marketing Director of Macfarlane Packaging, said: “We know from previous research that a great unboxing experience can enhance the image of the brand. As the UK navigates its way through the impacts of the COVID-19 pandemic, online shopping remains a very popular option for consumers and the unboxing experience could be a key differentiator for retailers.”

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