Consumers view postal packaging as key

Almost three quarters of consumers view postal packaging

as key to customer experience.

According to a study by packaging company Duo UK, almost 95% of consumers are more likely to buy online if they know they can return purchases easily. The research also revealed that almost three quarters of consumers view the packaging goods arrive in, as integral to the shopping experience.

Managing director of Duo UK, David Brimelow commented, “As well as helping to appease the 30% of consumers who name repacking goods as their number one bug bear, the demographic variation shows that this is particularly important for those retailers targeting younger adults or men. As well as improving the customer experience, good packaging also reduces damages and makes reprocessing goods ready for re-sale more streamlined and therefore cost effective.

“Half of individuals questioned said they’d be more likely to return goods if the outer packaging was poor quality or damaged. Poor quality packaging also impacted on consumers’ longer term view of a brand; a third of respondents said they’d view a company with poor quality or damaged packaging as unprofessional. In the case of online only retailers, the packaging is the only physical interaction the consumer has with the brand, so it’s vital to make it a good experience.”