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More than meets the eye

Packaging Solutions


Sarah Rutland, market development manager at Filtrona Tapes explains that packaging has evolved beyond its traditional role of protecting and containing products.

In the competitive landscape of emerging markets, forward thinking brands leverage packaging as a powerful marketing tool to add value beyond the product itself. By going the extra mile and providing additional benefits, packaging becomes a means to captivate consumers and create unique experiences.

Over the past decade, e-commerce has witnessed extraordinary growth, propelled by technological advancements, shifting consumer behaviour, and the growing demand for convenience.

Many consumers' first physical interaction with the product they have ordered comes after the transit packaging has been navigated. But when cartons with no opening feature ranked as the second most frustrating packaging type in our recent consumer survey, how can we ensure that the protective outer packaging does not tarnish the consumer journey with the product? Perhaps even small changes to e-commerce packaging could generate positive feelings from the consumer and start this journey on the right foot.

Tear tapes represent a simple but effective way to improve the opening experience, which could turn occasional, sporadic customer transactions into long term, continuous relationships – whilst maintaining operational efficiency. Put simply, it means you no longer need to decide between superior customer experience and cost.

At Filtrona Tapes, we don't just talk about packaging solutions anymore. Our range of total tape solutions helps create tangible brand identities and memorable experiences. Creativity isn't a choice. It is a necessity for turning boxes into potent marketing platforms.


E-commerce: a kaleidoscope of innovation

The future of e-commerce is one of innovation, blurring boundaries and enhancing convenience like never before. As businesses adapt to these emerging trends, they will unlock new growth opportunities, connect with global audiences, and shape tomorrow's retail landscape.

Given that we now do so much with the help of one digital device or another, it is odd to think that, only a decade or so ago, we were all still spending our weekends trudging around the supermarket as part of an inescapable weekly routine because we had no other choice.

In the digital age, bridging the physical and digital worlds has become increasingly important for brands seeking to engage consumers in emerging markets. Packaging can serve as a conduit for connecting the physical product experience with the digital realm, creating a seamless and integrated consumer journey.

Consequently, an online retail environment requires packaging design that encourages excellent product and brand recall as the shopper scrolls through their chosen category or search results. Colour and graphics become more important, while clever design touches such as easy opening or re-sealable features are unlikely to influence a first time purchase. However, when the product is physically in the consumer's hands, it may be the pivotal factor in repeat purchasing decisions.

Survival of the fittest

To survive in today's climate and create longevity for your business, we need to think of the customer journey from beginning to end.

A common misconception in business is that your job is done once you have made the sale. But what if we saw the completion of a sale not as an end goal but rather as a starting point? The sale is only part of the customer's overall adventure. Once the sale is made, the real work of nurturing that relationship begins.

It is increasingly difficult for consumer products goods’ brands to reach new customers and retain valued ones. The marketplace is in constant flux. E-commerce is soaring, and smaller brands are becoming fierce competitors almost overnight. How can brands differentiate in this type of environment? 

As businesses compete for customers' attention and sales across multiple channels, developing effective customer engagement and conversion strategies is more important than ever. Whether you are running an online store or a brick and mortar business, finding ways to connect with customers and encouraging them to buy is key to boosting your revenue.

Done correctly, packaging for e-commerce can have a hugely positive impact on the overall consumer experience, delivering many classic in-store elements, such as quality material and on-point messaging, right into their homes.

If executed poorly, however, it can kill any chance of repeat business.

Creating opening experiences

Packaging has always been a platform for consumer engagement, but with the rise of e-commerce and social media, unboxing experiences are now front and centre. Using tapes, such as Rippatape, to facilitate opening offers quick, easy, and blade free access to packaging to help navigate the frustrating opening experiences that 57% of consumers report as a top issue with packaging.

Packaging design plays a crucial role in customers' first impressions. Experiential marketing companies are some of the biggest drivers of brands nowadays. They are replacing old strategies with engaging, inspiring narratives.

With the trend of unboxing videos – in which reviewers show the original packaging of a product and then open it to reveal the contents inside – and other social media reviews, consumers highlight beautiful packaging but comment on damaged goods and the opening experience. E-commerce packaging must be multifunctional to meet these consumer expectations, and a video speaks a thousand words when it comes to 'wrap rage'.

Packaging as a marketing tool enables brands to differentiate themselves in the market, stand out, and leave a lasting impression. By continuously leveraging consumer insights, like the frustration with opening, brands can adapt and refine their packaging strategies to align with local preferences, market trends, and shifting consumer behaviours.

Say ‘halo’ to sustainable opening

One consistent trend in consumer consciousness is sustainability. Consumers are growing more sustainability minded with each passing generation.


Millennials, currently the world's biggest spending age demographic, largely prefer buying products with minimal environmental impact. Gen Z consumers – about to inherit the mantle of leading spending power from millennials – are even more sustainability minded. And the early signs are that the following generation – Gen Alpha – is still more sustainability minded.

This is also true for packaging, with our consumer survey finding that 43% of consumers rank recyclability as a key packaging frustration.

Some may say this is no longer a trend but a ­ prerequisite.

For those who see the opportunity for packaging to play a powerful role in the world around us without losing functional benefits, Rippatape Halo helps brands and converters around the world meet their environmental goals whilst delivering a positive opening experience.

This new solution is the first paper tear tape in the Filtrona Tapes Eco range, providing customers with more circular curbside recyclable packaging options. It is externally certified as recyclable with paper achieving an A+ level via the Italian National Recyclability Standard: UNI 11743 and MC 501: 2017 criteria.

With a tearing performance comparable to our Rippatape 60, Rippatape Halo does not compromise on the easy opening credentials of its plastic alternative. Crucially, Rippatape Halo is recyclable along with paper and board packs, is fully reclaimable, eliminates the plastic film used in standard tear tapes, and focuses on fibre recovery.

Opening up the future

Packaging is a functional necessity and a powerful marketing tool that can enhance the consumer experience and drive consumer engagement in emerging markets. By leveraging packaging to add value, brands can create memorable moments, foster connections, and cultivate strong consumer relationships.

At Filtrona Tapes, we want to make it easy to enhance your packaging in whatever industry you are in. For over 100 years, we have provided solutions that open, close, inform and protect, enabling our customers to improve the consumer experience with packaging.



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