A survey conducted by DS Smith among consumers and online retailers has shown that the size and condition of shipping packaging has an impact on business and customer satisfaction. For 57 per cent of shoppers, for example, packaging that is clearly too large leads to frustration.
Current survey data from DS Smith with consumers and online retailers confirm the continued Growing importance of online trading in Germany. On average, the consumers surveyed received one parcel per week, which corresponds well with the figures from the German Parcel and Express Logistics Association, which recorded 4.51 billion courier, express and parcel shipments for 2021. This corresponds to growth of 11.2 per cent compared to the previous year 2020. Deliveries to private consumers increased by 16.6 per cent - a result that was driven by the measures to combat the Covid-19 pandemic.
Packaging is not just the first point of contact between a product and the online shopper. When asked what consumers find annoying about packaging when shopping online, excessive size is the most frequently cited problem (57 per cent). For 76 per cent of respondents believe that too much packaging is a fundamental problem. This reflects negatively on the seller. As many as 56 per cent of respondents agreed with the statement that too much packaging made them doubt the brand's commitment to sustainability. 26 per cent stated that they were disappointed with the retailer in this case.
Another risk for online retailers that should not be underestimated is that products arrive damaged, which means that the original function of the packaging is neglected. Around half of the consumers surveyed stated that they are annoyed by packaging that carelessly jeopardises the intact condition of the product it contains. While 47 per cent stated that they would be reluctant to make another purchase from the retailer because of a damaged delivered product, a further 43 per cent stated that they would think negatively about the brand in this case.
From the retailers' point of view, the issue of packaging is ambivalent. As many as 40 per cent of those surveyed stated that they had already often used packaging that was not really suitable. The main reason for this is that buying packaging in large quantities is cheaper. For the majority of company representatives, packaging is an important area of investment (51 per cent). When asked whether the business would benefit from an investment in better packaging, almost three quarters said yes of respondents (25 per cent strongly, 49 per cent partly). When asked whether investment in packaging would help efforts in the area of sustainability, as many as 80 per cent of respondents answered in the affirmative.
„Consumers want less packaging. With raw materials more expensive than ever and the environmental benefits significant, customised packaging is more important than ever for online shopping. The excess consumption of materials is no coincidence, but is caused by decisions made at the design stage. The role of design in protecting our planet therefore cannot be overlooked. We need to take a circular approach, avoiding waste and using materials for as long as possible. As part of our partnership with the Ellen MacArthur Foundation, we have already trained 700 DS Smith designers in the application of circular design principles, working on more than 2,000 live projects. We hope that circular economy principles will become the norm for all areas of design, making supply chains more efficient.“
Stefano Rossi, CEO of DS Smith Packaging
Source: DS Smith
