Consumers can get mad at heck at frustrating packaging and now Web sites are giving them a very public soapbox on which to vent. And they also have an opportunity to reward positive packaging changes.
Just ahead of the holiday buying season, there's a new list at Amazon.com of who's bad and who's good related to package opening, whether it's a dream experience or a nightmare. Either one can get your packaged product pictured on an appropriate list at Amazon.com
First, the good: The retailer is highlighting Amazon Frustration-Free Packaging, a multi-year initiative designed to alleviate "wrap rage" (see A wrap rage maverick, http://www.packworld.com/webonly-22079). According to the site, this "features recyclable boxes that are easy to open and free of excess materials such as hard plastic clamshell cases, plastic bindings, and wire ties. The product itself is exactly the same—we’ve just streamlined the packaging."
Packaging that's recognized: Fisher-Price toys, Transcend memory cards, Microsoft computer mice, and others.
And the bad…
That's the good list. Amazon also lists problematic packaging at Amazon.com/frustration; it's not a list you want your packaging to make. Amazon solicits customers' photos or videos that show how frustrating packaging can be.
One of the highlighted examples on a recent visit was for Feliway refills (shown). It was joined by other consumer-frustrating packaging, including toothbrushes and razors. The type of packaging that draws consumers' ire includes the usual suspects: clamshells, thermoforms, and wire ties.
Packagers should continue to optimize their packaging from all directions, including for ease of opening and other high-priority aspects. The visible forum afforded by the Internet, where negative feedback can pose a public perception problem, is one to keep tabs on.
Just ahead of the holiday buying season, there's a new list at Amazon.com of who's bad and who's good related to package opening, whether it's a dream experience or a nightmare. Either one can get your packaged product pictured on an appropriate list at Amazon.com
First, the good: The retailer is highlighting Amazon Frustration-Free Packaging, a multi-year initiative designed to alleviate "wrap rage" (see A wrap rage maverick, http://www.packworld.com/webonly-22079). According to the site, this "features recyclable boxes that are easy to open and free of excess materials such as hard plastic clamshell cases, plastic bindings, and wire ties. The product itself is exactly the same—we’ve just streamlined the packaging."
Packaging that's recognized: Fisher-Price toys, Transcend memory cards, Microsoft computer mice, and others.
And the bad…
That's the good list. Amazon also lists problematic packaging at Amazon.com/frustration; it's not a list you want your packaging to make. Amazon solicits customers' photos or videos that show how frustrating packaging can be.
One of the highlighted examples on a recent visit was for Feliway refills (shown). It was joined by other consumer-frustrating packaging, including toothbrushes and razors. The type of packaging that draws consumers' ire includes the usual suspects: clamshells, thermoforms, and wire ties.
Packagers should continue to optimize their packaging from all directions, including for ease of opening and other high-priority aspects. The visible forum afforded by the Internet, where negative feedback can pose a public perception problem, is one to keep tabs on.
