The Simply Brilliant Blog

Unsuitable Packaging Design for Online Consumers

A new survey identifies internet shoppers’ biggest packaging design bugbears. The number one annoyance for online shoppers is receiving items sent in oversized packaging, according to the results of a consumer survey published today by a leading UK packaging provider.

The research was commissioned by the UK’s largest packaging distributor, was conducted across 1,000 consumers and found that over a quarter of them (25.6%) received items delivered in boxes or parcels that were far too large. This unsuitable packaging for online consumers really stands to take a toll on the packaging industry.  Poor packaging design prevents small items from posting through letterboxes and resulted in recipients being forced to make other arrangements for delivery or to pick up the parcels.

Meanwhile, in second place, 22.8% of consumers expressed frustration at receiving items in packaging that had become ripped or damaged during transit, risking damage to, or loss of, the contents of the parcel. Insufficiently protective packaging, risking the same outcome, came in third place at 19.8 per cent. Ultimately, the blame for defective packaging protection falls squarely on the shoulders of the packaging industry, and its designers.

Judging from this research, it is clear that consumers are frustrated by unsuitable packaging for online consumer deliveries, and rightly so. Furthermore, in today’s 24-hour economy where time is a precious commodity and people use online technology to make life easier, the last thing they need is to waste time collecting ordered items from delivery offices or waiting around for repeat deliveries due to package design inadequacies.

Increasingly, smart logistics providers are ‘letterboxing’ items where they can, posting deliveries and notifying customers they have done so to eradicate these time wasting factors, but this can only happen if suitably sized, durable packaging design has been used by the seller.

Also, it is apparent that consumers expect that enough care has been taken by the packaging industry, merchant and delivery service to ensure that their package arrives in one piece. There is a balance to be struck between size, protection and a quality logistics service. There are many ingeniously designed packages and boxes available to retailers today, and customizing these to meet both their brand and design requirements, as well as delivering customer satisfaction first time, is key to the success of their online operations.

As we see the economy increasingly focused on internet-based retail, there is an urgent need for those firms that are still lagging behind in terms of their packaging design to catch up or risk a serious dent in their revenue and reputation. Does your company need help with your packaging design? Visit the packaging industry’s leader, Allen Field Inc., we listen and manufacture solutions.

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