Learn how protective packaging can be a powerful tool in creating a joyful moment. On the flip side, without the right packaging, you could run the risk of losing a customer.
Executive Summary
The type of protective packaging selected for parcel delivery has a significant impact on the consumer experience. A breakthrough independent study conducted by Packaging Insight, used a facial camera apparatus to capture emotional response when parcels were opened.
One hundred twenty-three participants evaluated traditional protective package material types (loose-fill “peanuts”, paper, square-pattern bubble cushioning and air pillows). Peanuts caused the greatest amount of consumer frustration with approximately 18% of the participants showing irritation with the material type.
In addition to emotion tracking, survey questions explored the impact of receiving damaged items. An overwhelming 73% of participants indicated that they would be unlikely to purchase from the company again after receiving a damaged item. This compelling statistic highlights the importance of product protection. In fact, product protection was ranked as the “most important” characteristic of the packaging materials used to ship items to their final destination (as compared to sustainability and ease of product removal) by 80% of participants.
The study clearly illustrates that packaging has an impact on consumer perception and human emotion. Even more telling is the impact that damage can have on lifetime customer value. Bottom line, material selection matters and companies shipping to consumers should take note.
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