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barcoding, labelling & packaging


every parcel should be your brand ambassador


Wasteful packaging can alienate customers from your brand. Here, Jo Bradley, business development manager for packaging solutions at Quadient, discusses the importance of right-sized packaging.


r


emember when receiving a parcel was an event? For your birthday, perhaps, or for christmas, a complete


surprise, or a purchase you had saved up for and keenly anticipated. now, of course, parcels are a daily


occurrence, and our attitude towards packaging is somewhat different – more enlightened. With the same- or next-day, ‘free’ delivery, our orders are smaller and smaller but it seems that the boxes are bigger and bigger. actually finding the lipstick or the printer cartridge in a mountain of void-fill is a challenge – is there anything in this box at all? and what are we supposed to do with all this packaging and void-fill? surveys show that up to half of consumers


rate grossly oversized packages among the things they really do not like about internet shopping. and if you do not believe surveys, just look on social media. ‘unboxing’ is a ‘thing’ on instagram and the like. someone has estimated there are at least 74 million unboxing videos across the social media channels. many of these, of course, are entirely positive, but what social media really feeds on is the epic fail, and gross mismatches between box and product rate highly. What do we do with all these cardboard


boxes? We break them down, squash them up and cram them into our recycling bins, if we can. but with the bins only emptied every two or three weeks, it is unsurprising that a large cardboard manufacturer claims that 22 per cent


8 september 2021 | Factory&handlingsolutions


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