Boxes
 
 
 


What's in the box?

​In his column, Mark Beamesderfer, technical marketing & services director at Metsä Board Americas, talks about how online purchasing has changed the demands for brand packaging.

10/2017 TEXT: MARK BEAMESDERFER, PHOTOS: SHUTTERSTOCK & METSÄ BOARD

​In 2017, almost half of the world’s population is connected, or has access to the internet. Online purchasing accounts for roughly $1.3 trillion of the $22 trillion global retail market, and continues to rise by double digits each year, while traditional brick and mortar retailers and department stores have slumped.

Brands must now find new ways to stay connected with consumers. Traditionally, packaging was designed not only to protect the product during transport, but to capture the consumers’ attention as they navigated the store aisles amidst a sea of competing products. With the sudden rise in online shopping and e-commerce, the consumer is now attracted to the product through search engines, consumer reports, and product reviews. They make informed decisions, click to pay, and have the product delivered to their doorstep.Tv box, packaging
Typically, what is inside the shipping box is the same package that was created and designed to function on the store shelf. Sometimes it is packed with paper stuffed into the dead space of the shipping carton, sometimes it is secured with air pillows or bubble wrap, and sometimes it is just a box sliding around inside another box. Overall, the experience leaves something to be desired. More often than not, the consumers’ first and only thought is not of their satisfaction with the purchase, but to examine the product to see if it is undamaged.

Brands want to ensure that the loyalty of the consumer remains intact during the e-commerce distribution chain, and often struggle with changing their traditional packaging to accommodate the requirements that shipping can necessitate. The time is right for a change, and the most successful brands have begun to look at these challenges as new opportunities to create new and exciting consumer experiences.

We at the Metsä Board Packaging Analysis and Design team have found several opportunities to help our brand owner customers identify the optimal, light-weight materials for their packaging. In addition, we have innovated completely new packaging structures that stand up to the requirements of shipping, while providing unique and satisfying consumer experiences that strengthen the value of the brand.

Cosmetics packaging
We are further reducing the weight of packaging and doing better with less, both through material optimisation, and by designing creative, structural reductions. Finally, we utilise the excellent print capability of our paperboards to facilitate the printing of our impactful graphics designed to promote the brand, while celebrating the consumer's online purchasing decision.

So, the consumer of tomorrow is already here today, purchasing products online. Let's not use yesterday's packaging, but together create a new consumer experience that will continue to develop your sales in the future.


Mark Beamesderfer
Technical marketing & services director, Metsä Board Americas


Related articles

Most popular articles

  • Packaging design study sketch

    2018/ Markets and trends

    Comparison between plastic and fibre packaging - what do consumers say?

    Views are changing on what is considered luxury. Consumers are becoming increasingly aware of environmental issues, and many want their purchases to reflect these values. Accordingly, modern luxury brands are looking for ways to make their goods desirable for both customers and the planet. And according to a recent consumer survey, that’s also good for the business.

    Read More
  • E-commerce box

    2018/ Markets and trends

    Urbanisation Radar: online retail

    ​How is online retail transforming the requirements of today’s consumer packaging?

    Read More
  • Hershey's packaging

    2018/ Products and services

    Lightweight packaging for dreamy delights

    ​When Hershey was looking for a more sustainable, lightweight and efficient solution for their Cookies & Chocolate secondary package, Metsä Board’s design team was keen to take on the challenge. 

    Read More
  • Paperboard packaging

    2018/ Markets and trends

    Lighter weight paperboards are changing the game in the US

    ​Superb customer service and a superior product are gaining Metsä Board a strong foothold in the US market. Customers in the US embrace better, lighter and faster solutions.

    Read More
  • Arrow box art by Jo Di Bona

    2018/ Markets and trends

    Adapting to e-commerce

    ​The global e-commerce market is growing at double digit growth rates. Increasing e-commerce offers numerous opportunities for packaging suppliers, but also challenges, as online shopping places new requirements on packaging.

    Read More
  • Urban city view

    2018/ Markets and trends

    Urbanisation radar: paperboard demand

    ​What kind of packaging solutions do urban consumers want, and how is urbanisation affecting the demand for paperboard? 

    Read More
  • Iiro Numminen

    2018/ Products and services

    Better with less – design challenge winners talk about their innovations

    ​In Metsä Board’s Better with Less – Design Challenge, innovative solutions for frequently used consumer packages were gathered from entrants around the world. A key focus area in the competition was in creating better experiences for consumers while reducing the environmental impact of the packaging in general.

    Read More
  • Demand for paperboard packaging is increasing in Asia

    2018/ Markets and trends

    Urbanisation radar: Hyper-convenience

    ​Demographic shifts - with more urban, single, carless, digitally enabled yet time-starved or physically restricted consumers - are driving the demand for faster and more convenient shopping and consumption.

    Read More
  • Urbanisation and sustainable packaging

    2019/ Markets and trends

    Urbanisation Radar: What is sustainable packaging?

    Sustainability is a major trend, and is now considered a ‘must-have’ in packaging business. Several studies demonstrate that consumers prefer sustainable packaging and are willing to pay extra for it. But what actually makes a packaging sustainable?

    Read More
  • e-commerce box

    2019/ Markets and trends

    Urbanisation radar: Last mile challenges in e-commerce

    ​According to Business Insider, an American financial and business news website, the last-mile delivery costs account for 53% of the overall transportation costs. At the same time, customers increasingly demand faster deliveries. Naturally, this is a topic of interest for future innovation.

    Read More
  • 2019/ Markets and trends

    The Summer issue of the Metsä Board Magazine celebrates innovation

    ​The 'Innovation issue' of the Metsä Board Magazine is all about innovating for a sustainable future, showcasing innovative uses of fibre based materials and processes that optimise packaging design from start to end.

    Read More
Print