Close this search box.

Research: Why it’s time to embrace the wow factor of bespoke packaging


When it comes to packaging of products for delivery it can be easy to overlook its importance. Of course retailers want packaging that protects the goods they send (rather than having to bear the cost of an item damaged simply because it was poorly packaged.) But consumers want more than that. They want products that not only arrive on time and in perfect condition but also go some part to recreating the experience of a beautifully packaged product bought instore.
Stuffing an item into a box along with a bit of bubble wrap thrown in for good measure is akin to stuffing an expensive, designer dress into a supermarket carrier bag. It just doesn’t have the wow factor customers demand, and retailers want in order to stand out.

A new whitepaper from and Smurfit Kappa, “The Power of Packaging: a missed opportunity” suggests that this is an area that retailers could do much more to embrace, allowing greater interaction with the consumer, additional marketing opportunities and the chance to leave a lasting impression that could be the deciding factor as to whether that customer comes back for more.

A survey of retailers carried out for the report suggests that only just over a quarter (26%) of retailers are fully committed to bespoke packaging with almost half (49%) using a mix of bespoke and off the shelf packaging for the products they ship.

And, although a third (35%) of retailers said that they were confident their brand was reflected in their packaging nearly one in five (17%) said it definitely wasn’t. This is despite the fact that 82% of retailers said that packaging should represent their retail brand.

Find out more about the opportunities of ecommerce packaging by downloading the whitepaper now which includes packaging case studies from the likes of and


Image credit: Fotolia

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on