New Study: Excessive Packaging Hurts a Company’s Bottom Line
People are shopping online at a rate never before seen. As of September 2020, e-commerce sales increased 43% year over year, now reaching $60.4 billion in revenue, according to Adobe Analytics. As more people receive deliveries, consumers have become savvier with packaging solutions, developing a greater understanding of what makes an unboxing experience memorable. A curated unboxing experience is no longer a brand differentiator — it’s a must-have, according to BigCommerce. Aesthetics and customer experience aside, a recent study by California Polytechnic State University, in partnership with Pregis LLC, determined that a negative unboxing experience, such as one with excessive packaging, might hurt a company’s bottom line in the long run, particularly among Gen Z consumers. Here’s what you need to know: