The survey will explore the influence of branded packaging on consumer loyalty. Credit: Macfarlane Group UK.

Protective packaging distributor Macfarlane Packaging has announced the commencement of its ninth annual unboxing survey today (1 July).  

The survey aims to gather consumer feedback on the packaging practices of online retailers, which will offer insights into consumer experiences with e-commerce packaging and the role it plays in online shopping habits. 

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According to Macfarlane Packaging, this year’s edition of the survey will delve into consumer preferences regarding the sustainability of packaging, particularly the use of reusable materials and the quantity of packing materials employed by retailers.  

It will also explore the influence of branded packaging on consumer loyalty and repeat purchases. 

The survey seeks to understand consumer experiences with the ease of opening packaging, as well as their thoughts on damages, the returns process, and overall satisfaction with the unboxing experience.  

Macfarlane Packaging is offering nine prizes to incentivise participation in the research, which will remain open until 19 August 2024. 

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Macfarlane Packaging Retail and 3PL sales director Rachel Fellows said: “Packaging is an important part of the online shopping experience for consumers, so it is key that e-commerce businesses get the balance right when it comes to sustainability, accessibility and branding, while protecting their products.  

“By asking consumers to share their experiences directly, we can support our customers to focus on this important part of the purchasing process. Participants have not held back in previous years and we don’t expect them to in this, our ninth year of the unboxing survey.” 

In May this year, Macfarlane Group reported a reduction of 1,420 tonnes or 22% in absolute carbon emissions in 2023.