The top concern in e-commerce is to deliver items to consumers as quickly and as safely as possible. Air pillows and other forms of interior packaging are thought to be nothing more than a package securing technique. Manufacturers and retailers have used interior packaging materials to cushion fragile items and ensure safe delivery.
What if it was more than cushioning? To find out, Package InSight collaborated with Seaman Paper Company to undertake research that measured the impact of interior packaging on consumer perception and appreciation.
In the study, 120 alumni and enthusiasts from Clemson University were given the identical handmade corrugated tiger paw (the Clemson emblem) encased in a simple brown corrugated box. The only differing factor was the interior packaging material used. The following interior packaging types were used:
- Air pillows
- Plain white tissue paper
- Kraft void-fill
- Branded printed tissue paper
Using emotion-mapping equipment during the first unpacking, they scanned the recipients’ facial expressions to assess emotional reactions. Participants were also interviewed to report their experiences.
The researchers also contacted the participants a month, two months, or three months later and asked a series of questions based on what they remembered from their first interaction with the item.
The aim was to find out whether their feelings about the research and the product had changed over time.
They found out that branded tissue paper surpassed all other materials in terms of generating a thrilling and memorable experience.
Findings on Branded Tissue Paper
Generates positive emotion during unboxing
Tissue paper, especially the type with custom branding printed on it, impressed the participants more than any other material. When subjects opened the box, the tiger paw tissue aroused 47 percent more favorable sentiments than the nearest competitor item.
Participants who got boxes with tiger paw tissue paper felt the most delight (60 percent), while those who received boxes with white tissue paper felt the most surprised (14 percent ).
Meanwhile, the most significant percentages of dissatisfaction and scorn were created by air pillows and Kraft paper void-fill, respectively.
Increases the likelihood of endorsing the brand
Custom printed tissue paper not only influences repeat purchases but also encourages customers to submit good brand and product reviews.
Six out of eight people indicated they’d recommend a brand that wrapped its goods in tissue paper. Participants who received tissue-clad products also provided an 8/10 rating when questioned about their chances of recommending and reordering.
At a time when more than 90% of customers check reviews before making a purchase, establishing favorable evaluations is critical for expanding firms wanting to enter new markets.
Enhances brand perception
Those who received their package in branded tissue paper thought it was more valuable than those who received it in other materials. This is understandable given that 45 percent of online customers believe that gift-like packaging helps a business appear more upmarket.
Improves customer memory
Maintaining great customer connections is critical in today’s retail environment, given buyers’ apparently infinite alternatives. The aim is to delight customers at every step of the purchasing process to ensure that you instill positive memory in their minds.
Tissue paper aids this by causing buyers to recall the unpacking experience more vividly and pleasantly, perhaps leading to more repeat purchases.
Participants who got tissue-clad goods characterized their shipments with far more depth and accuracy than those who received void-fill or air pillows when questioned about their presents after 60 and 90 days. In fact, tissue paper recipients had 40% better memory of the item and brand than their counterparts.
Summary of Findings and Final Thoughts
The findings of this study highlight the importance of packing materials in how customers perceive their experiences and the brands that generate them.
Custom printed tissue paper, in particular, improves the customer’s emotional experience at the time of unwrapping, boosts recall for a long time, increases subsequent purchases and good recommendations, and creates an impression of better quality and value, according to the study.
Given the low cost of tissue paper, the chance it provides for companies to generate a favorable, lasting impression holds the potential for a significant return on investment.