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Avery study reveals impact of poor parcel packaging

A new study into ecommerce and shipping by labelling firm, Avery UK, has revealed that almost a third of people said they'd leave negative feedback or mention messy parcel packaging when buying online.

The research, a study of 2,000 UK consumers, found that the way a seller ships out an online order might be more significant than previously thought.  Almost a third of people said they'd leave negative feedback or mention messy parcel packaging in an online review.  Over 20 percent of people said messy or damaged parcels would lead to them wanting a refund and close to a third said they'd feel like the sender wasn't trustworthy or reputable.  

Fiona Mills, Marketing Director at Avery UK said, "we have long believed that the appearance and care put into a parcel can have a real impact on the way the recipient feels, with this study we now know just how important this is for businesses."

It seems adding company branding to a parcel can also have a positive impact with 20 percent of people saying they liked this and a quarter said it made them feel like they'd purchased from a retailer that cares about them.  A further quarter of people said parcels with company branding on them reassured them they'd bought from a trustworthy, reputable seller. The study showed that almost 40 percent of people felt the overall look of the parcel determined how they feel about the business that sent it with 60 percent wanting neat labelling.  

Fiona added, "taking time to get shipping right and packaged properly can be incredibly worthwhile, sending a message that you care about the recipient.  Our study found that close to half of Brits felt confident that if a seller had taken great care over a parcel's packaging and labelling, the item inside would be good quality.  It's a simple but highly effective way to get customers in the right mind frame and ensure they feel positively about their order the moment the package arrives."

Avery has a range of mailing and shipping labels for business in a range of sizes and materials and its Design & Print Online offers customers, among others, branded labels, thank you cards, and warning labels.

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