DS Smith Survey On Shoppers: Hard To Open Packages Are A ‘Pain Point’ The pandemic-fueled uptick in e-commerce has delivered a real pain point, with a vast majority of shoppers com- plaining about their struggles in opening a product or de- livery box – so much so that many have injured themselves doing so, according to a survey by sustainable packaging leader DS Smith. These latest results offer important guidance for retail- ers, shippers, and manufacturers amid the online shop- ping boom, with 92 percent of those polled expressing frustration with packaging, from battling blister packs to clashing with cable ties to tussling with taped boxes. Most (87 percent) say the culprit is poor product pack- aging, such as too much sticky tape and the boxes them- selves being too tough to grip, hold or carry. About half (51 percent) complained about tough-to-open shipments. And more than a third (36 percent) have hurt themselves trying to open packaging. In response to the findings, DS Smith said its fiber-based offerings that eliminate plastic and its innovative packag- ing designs provide a more satisfying unboxing experi- ence – free of frustration for all customers, regardless of their age or physical abilities. “The rise of e-commerce is meant to make getting what you need easier than ever – but as this research shows many brands and online retailers are falling at the last hurdle: making the packaging easy to open for all users,” said Mark Ushpol, Managing Director of the North America Packaging Division for DS Smith. “At DS Smith, we are fo- cused on offering packaging solutions that help everyone. We design boxes that are easier to open and use type- faces that make products easier to identify. These benefit those who struggle with grip strength or sight problems and make life easier for all consumers.” DS Smith’s Circular Design Principles, which launched last year in collaboration with the Ellen MacArthur Founda- tion, help their customers innovate by building inclusivity and sustainability into packaging during the design phase, such as using plastic replacement and tear strip cardboard for ease of use Among the poll’s other highlights: • Three-quarters (75 percent) needed a tool or scissors to open a package, and this is significantly higher (85 percent) among those age 55 and older. • One-quarter (23 percent) have damaged the packag- ing contents while trying to get into it. • About one-in-five consumers (19 percent) say that frus- trating, difficult packaging has turned them off from buying from the same company or brand again. In an important business signal, 63% of consumers say companies need to put more thought into their packaging to ensure that people of all abilities and ages can recog- nize their products and open them.
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