Unboxing e-commerce: Mondi finds Silver Surfers riding online shopping wave

10 Jan 2022 --- Central European consumers are increasingly shopping online and demanding more environmentally sustainable packaging. Mondi’s annual research of consumers in Germany and Poland also revealed Silver Surfers (age 55+) are a growing e-commerce consumer segment, with nine out of ten shopping online in 2021.

Online interviews with 3,085 consumers during the fourth quarter of 2021 showed 90% of the surveyed population shopped online in 2021. The data was gathered during the annual peak season for online shopping, between Black Friday and New Year’s, a period in which holiday presents were often bought online, driven by pandemic restrictions. 

According to the research, more than three-quarters of online shoppers prefer e-commerce packaging that is reusable for returns or easily recyclable. Moreover, positive “unboxing” experiences were found to drive repeat purchases.

The accelerated growth of e-commerce packaging coupled with increasingly stringent environmental sustainability demands brings both challenges and opportunities. PackagingInsights zones in on Mondi’s “3e approach” (easy, efficient and economic) with Armand Schoonbrood, the packaging supplier’s corrugated solutions COO.

“Green” demand rises across board
The market research, based on an online survey conducted by YouGov Deutschland, found consumers of all ages continue to buy online and favor environmentally responsible e-commerce packaging.

A substantial majority of respondents want packaging to be reusable for returns (79%), easily foldable (69%) and recyclable (82%).

Moreover, almost half of the surveyed consumers (48%) would be willing to pay up to €3.00 (US$3.40) extra to receive their online purchases in environmentally friendly packaging.Mondi’s data was accumulated during the peak season for online shopping, between Black Friday and New Year’s.

“From faster and safer packaging and better use of space and materials, all the way to delighting consumers – packaging needs to be [environmentally] sustainable by design. Getting the balance right can be a challenge,” explains Schoonbrood.

“By following the ‘3e approach,’ Mondi’s multi-material eCommerce packaging portfolio is designed to be fit for purpose and easy to handle during all steps of the supply chain.”

“At the same time, our packaging creates an unboxing moment for consumers receiving the package and makes it easy to return if needed.”

Schoonbrood adds that combining cost-efficiency with packaging innovation is a crucial challenge Mondi’s experts are overcoming.

The supplier showcased its new ProVantage Smartwhite containerboard at FachPack 2021, which boasts a white fresh fiber top layer and recycled fiber bottom layer for strength and printability.

Silver Surfers here to stay
Silver Surfers are increasing the e-commerce market’s lucrativeness even further. The research found 49% of consumers in this expanding demographic bought more online than last year, while 5% shopped online for the first time.

Pandemic safety and health concerns motivated 41% of this group to shop online in 2021. However, Silver Surfers also say they shop online for convenience (39%), the chance to buy things not available locally (45%), and to get a better overview of brands and offers (52%).

“The more senior generations are entering the digitals malls and expecting nothing less than the younger ones: packaging that is [environmentally] sustainable, easy in handling and creating a ‘wow moment’ when being unwrapped,” notes Schoonbrood.The research revealed close to half (44%) of surveyed online consumers have experienced “unboxing joy.”

Unboxing joy inspires brand loyalty
The unboxing experience is the latest example of packaging’s importance to brand loyalty and sales. For Schoonbrood, this requirement is the “ultimate masterclass for e-commerce packaging.”

Awareness of this trend has been increasing over the past three years. Today, close to half (44%) of surveyed online consumers have experienced “the joy of unboxing.”

This experience is particularly valued by people in Poland (50%). More than half (58%) of consumers in this country indicate a positive unboxing experience would convince them to order again from the same online store.

“Packaging influences online consumer behavior, and unboxing is the ultimate packaging experience,” continues Schoonbrood. “Fueled by social media, unboxing is so far mostly a topic of conversation among younger people, but it will be interesting to see how this trend develops given how popular online shopping has become across all generations.”

“Most consumers, no matter the age, want to be wowed by packaging when ordering online. Brand owners are aware this unwrapping moment is creating stronger brand loyalty. Consumers hesitate to order again from online stores if the packaging experience is unpleasant.”

Mondi’s designers work closely with brands to optimize their unboxing experiences, presenting multiple options for printing effects and other potential “wow” features. This customer-centric approach led the company to rack up nine WorldStar awards in 2021.

In August, the packaging supplier expanded its eCommerce portfolio with seven new solutions for online grocery delivery services in Central Europe. From perishable food to wine bottles, the new line addresses the diverse needs of grocery retailers in fit-for-purpose packaging.

By Joshua Poole