Packaging Materials Affect Perceived Value of E-Commerce Shipments
A new study conducted by Pregis (pregis.com) and the University of Wisconsin (UW) in Madison shows that the value perception of e-commerce shipments is significantly impacted by the materials chosen to protect them. Even a small increase in packaging material expenditures—as little as 19 cents—can make a dramatic impact (as much as 45 percent) on the perceived value.
“There is strong evidence that the unboxing experience impacts customers’ emotions and their perceptions of product value. When a retailer gets the unboxing experience right, they demonstrate that the product is valuable and worth protecting. Consumers recognize that signal, and it influences their perception of quality. As e-commerce continues to be the growth engine for retail, retailers and brands must understand their new showplace is the parcel packaging," said Page Moreau, UW professor of marketing.