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Unboxing Star Ratings: How Packaging Influences Online Sales

As consumers, we are aware that for most of what we purchase online there is an opportunity to rate the product using a point system and provide written feedback about our experience. However, how many of us actually consider how the review influences future sales of that product? Further, how the protective packaging choices will impact the likelihood that the product will be reviewed, as well as the positive or negative content of the review itself.

The right packaging components can help influence the ratings/sales outcome

Unhappy customers are much more likely to give you a 1-star rating and write a scathing review. Don’t give them a reason to do so. Here are some tips that will help improve your chances of a high-rating.



Damaged goods and related returns can decimate your profit and destroy any chance of a repeat purchase. Selecting the right protective packaging materials, can help eliminate damages and boost customer lifetime value.

Use sustainable packaging materials.

Choose sustainable packaging options that does not compromise package integrity whenever possible.

Provide recycling instructions.

Demonstrate to your customers that their environmental concerns are also yours. Recycling instructions show them that your materials have been thoughtfully selected.


Curate the unboxing experience.

It’s important to design an experience for your customers that aligns with your brand.

Right-size your packaging.

With an increasing number of consumers focused on environmental issues, make sure the protective packaging type and size selected isn’t going to be considered “over packaging” and wasteful.

Cause partnerships.

Consider aligning with packaging material/systems manufacturers who share your passion for charitable giving. Whether it be a focus on providing clean water to developing countries or support of military organizations, your packaging material selection is one more way to communicate mutual
core values.



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