Member Article

Leeds Print Finishers Wow Retailers with Unboxing Experience

As the trend for unboxing luxury packages has been sweeping the internet, with YouTube now featuring almost 40 million videos, the UK’s leading decorative print finishers, Celloglas, based in Leeds, has got in on the action to support luxury retailers and their creative agencies.

Celloglas has launched the Mirri Wow Pack, providing bespoke luxury e-commerce packaging, after conversations with some of the UK’s leading luxury brands looking to improve their omni-channel retail experience, and in light of research from Leeds based The Retail Institute.

With an array of industry research illustrating that consumers rank packaging almost equal to the brand when it comes to what’s important for overall satisfaction with a product ; that consumers are likely to repeat purchase from an online merchant that delivers premium packaging; and that half of customers expect online orders to arrive in premium packaging if that same retailer provides branded packaging in-store , the Mirri Wow Pack has been launched to help luxury brands deliver better e-commerce experiences.

Mark Askham, Mirri Development Manager at Celloglas said: “With the luxury eCommerce market predicted to grow to €70 billion by 2025 it’s long overdue for luxury retailers to ask themselves: why are only 4% of luxury sales eCommerce? Consumers are expecting more than the standard brown cardboard box from omni-channel retail now - it really is time to up the ante”.

Mark added: “The Mirri Wow Pack looks like an ordinary brown box from the outside (ideal for security) but inside boxes are lined with eye-catching Mirri for a luxurious unboxing experience, which can be created bespoke to the client’s needs. It’s a very flexible offering and clients can then choose any Mirri products to line their box with, from the colourful range of Mirri H to the dazzling Mirri Stardust.”

Using their new board-to-board laminator, Celloglas can create bespoke boxes to customer requirements, and can supply the outer board, or work with a customer’s. Additional bespoke insert pockets can also be provided to protect products such as clothing, using bespoke paper, colours and finishes.

As well as being a way to add value to a product, the Mirri Wow Pack also provides added protection of the product inside due to the qualities of the metpol, ensuring the product is delivered to customers in excellent condition, and should it need to be returned, the packaging helps ensures items remain in a condition suitable for re-sale, reducing loss from returns that have been damaged during transition. The box also features a tear-off section which reveals an adhesive strip, allowing the customer to easily re-package their returns.

Sukky Jassi, the Head of the Retail Institute said: “Packaging design has become the single most important marketing task for many consumer products. There is most definitely a need for the development of packaging for e-commerce and for brands to embrace it as a ‘sensory signature’. A consumer’s experience of a product typically starts with sight leading to touch and other sensory faculties which are also triggered in response. Packaging is also the digital integrator providing the consumer with the link between the digital and physical experience.”

“Often overlooked by brand managers, packaging can play a major role in “non-conscious priming,” the sensory and environmental factors that give consumers emotional cues on the context and “premiumness” of their experience. The key concepts in the integrated sensory approach of sensory branding, sensory congruence and sensory experience need to be addressed within e-commerce packaging”.

“Premiumisation for packaging can be placed broadly under three categories: materials, customisation and visual/tactile effects. The choice of materials is a key part of any effort to convey quality through packaging. The top cues for product designers to consider are: extraordinary differentiation, high quality of packaging materials, minimalistic design and authenticity.”

“The challenge is increasing packaging’s importance as an opportunity for brands to continue the brand story with consumers - the delivery of their online package should be a further extension of their positive brand experience, not simply a logistical mechanism for obtaining their desired product”.

The Mirri Wow Pack is now available to be commissioned.

This was posted in Bdaily's Members' News section by Celloglas .