The reputation of your brand is extremely important to any business owner, and there are numerous factors that may play a role in maintaining it. One particular variable that must not be ignored, especially among companies that ship goods regularly, is the role of packaging and the packaging experience in the way customers perceive your brand.At Packsize, we’re proud to help. We offer an unmatched selection of custom product packaging solutions, including everything from sustainable packaging materials to packaging automation, box manufacturing and more. When businesses work with us, we ensure that their products are well-protected and their brand is represented in the best light possible – both in terms of product quality and customer service. There are a few key reasons why packaging matters so much for brand success; let’s go over some of the top considerations to keep in mind here.
Frequency of Negative Packaging ExperiencesSadly, the reality is that many consumers have had negative experiences with product packaging – whether it’s due to damaged goods, excessive packaging waste or something else entirely. According to a 2021 Consumer Packaging Perceptions survey, as many as one in three Americans had a negative experience with product packaging in the past year. Nearly 20% of respondents had negative packaging experiences just within the last three months!This number is likely to be even higher among businesses that don’t put a strong focus on their packaging strategy. With so many negative experiences out there, it’s more important than ever to make sure that your packaging is up to par; otherwise, you risk damaging your brand in the eyes of consumers.This data also revealed that the unboxing experience has a direct impact on purchase likelihood. In the same survey, nearly 25% of people who heard a negative packaging story decided against a future purchase from the vendor in question.On the flip side, 27% of survey respondents had a positive packaging experience within the last three months — meaning it’s easily possible to have a net positive effect on your brand, provided you’re focused on the right things.The takeaway here is that packaging matters for brand success – and that’s especially true when it comes to how frequently customers have negative or positive experiences with your packaging.
Common Takeaways From Negative Packaging Experiences
- “I felt they were disorganized or poorly run:” Exactly a quarter of respondents indicated that when they had a negative packaging experience, they felt that it was due to the company being disorganized or poorly run. This is a direct reflection on your brand, so it’s important to make sure you’re staying on top of things
- “I felt they didn’t care about their customers:” 24% of respondents said that they felt the company didn’t care about them as a customer when they had a negative packaging experience. This is another key area where your brand reputation can take a hit, so it’s important to be aware of it.
- “I felt there was a gap between how they advertised themselves and the reality of the experience they delivered:” For 21% of respondents, a negative packaging experience led to feeling that there was a gap between how the company advertised themselves and what they actually delivered. In other words, they didn’t live up to their promises.
- “I became less likely to shop from them again:” In this case, 17% of respondents said that a negative packaging experience led to them being less likely to shop from the company again in the future. This is, of course, the opposite of what you want to happen – so it’s vital to avoid any negative packaging experiences if at all possible.
- “To a significant extent, it negatively changed my view of their brand:” Finally, 7% of respondents said that a negative packaging experience significantly changed their view of the company’s brand. This is the most extreme reaction, but it still highlights the importance of paying attention to your packaging strategy.