UK-based Macfarlane Packaging has launched a new ‘unboxing’ survey, which is expected to enhance packaging for online retailers across the country.

The survey is expected to provide online retailers with feedback from UK consumers on their experiences of opening and unpacking goods ordered online.

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It will also enable online shoppers to evaluate the appropriateness of outer packaging size, the durability of packaging, ease of opening, and the amount of packaging material used.

In addition, shoppers will be able to assess the recyclability and branding of packages, as well as their ability to be used for returning products.

Last year, Macfarlane Packaging conducted its first unboxing survey, which found that almost one in three of parcels dispatched by UK internet retailers could be improved, and as many as 10% contained damaged contents as a result of inappropriate packaging.

"Last year’s unboxing survey showed that there was room for significant improvement among the UK’s online retailers."

Macfarlane Packaging marketing director Laurel Granville said: “The whole unboxing experience is an important issue for internet retailers and presents opportunities for them to enhance their image, build their brand and reduce their costs while delivering an excellent experience for their customers.

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“Last year’s unboxing survey showed that there was room for significant improvement among the UK’s online retailers.

“Too much packaging, too little packaging, and hard-to-open packaging puts not only products but reputations at risk and we want to see what’s changed in the last 12 months to help retailers ensure that they’re providing their customer with the best experience possible.”

The newly launched survey will be open until 28 July 2017, and results are expected to be published next month.

Image: Consumers will be able to provide their experiences of opening and unpacking goods ordered online in a new Macfarlane Packaging survey. Photo: courtesy of Macfarlane Group UK.