BXP - April 2018 - 57

A D V E R T O R I A L

Has e-commerce taken the
"Wow" out of unboxing?
How Metsä Board points the way to a better brand experience for online shoppers.
For many e-commerce consumers, the anticipation
of opening a luxury product loses its luster when it
gets delivered. Imagine ordering a cashmere sweater
with pearl appliques. It looks beautiful on the website,
but then it arrives in a plain brown box - the sweater
enclosed in a plastic bag. All you can think is "meh."
How important is the unboxing experience to brand
owners? The stats tell the story. Here are some eyeopening numbers from a Dotcom Distribution Study:

first, it's a balancing act to satisfy the brand experience and remain sustainable. Companies
like Metsä Board negotiate artfully between
these two imperatives.

Advances in sustainability
In addition to brand experience, consumers
today demand sustainable packaging in return
for their loyalty. For the food service industry, Metsä Board recently developed a new
eco-barrier paperboard called MetsäBoard Pro
FSB EB1. It features a special barrier treatment

¡ 61% say gift-like packaging

that is bio-based, biodegradable and free of

makes the brand seem

harmful substances like fluorochemicals. The

more premium

new paperboard can be used with foods requiring

¡ 49% report that

grease resistance up to KIT level 5, and the barrier

cool packaging ignites

properties can be further improved by adding

the brand experience
¡ 44% say the packaging helps justify the purchase

Jo Di Bona, who mixes various influences
of pop culture and street art. The conven-

varnishing layers at the converter. One European
artisan bakery that used MetsäBoard Pro FSB

¡ 40% of online shoppers say they're more likely to

tional approach would have been to decorate the

EB1 was able to reduce their print cost without

recommend a product that comes well-packaged

outside of the pack. Instead, to heighten surprise, Di

compromising quality and print machine time was

Bona's vibrant design lines the inside. The result is

reduced by 50%.

The problem goes beyond aesthetics. Many
online shoppers are surprised when the tennis

an explosion of color that delights the consumer. It's

racket they ordered comes in a box big enough to

almost like finding a treasure. Such ideas can inspire

Some trends to look for in 2018

hold a lawn mower, with the product and add-on

brand owners to explore the potential of enhanced

Here are a few predictions that we are already

tennis balls often rattling around inside. In our

consumer engagement.

seeing come to light:

environmentally conscious times, the situation can

¡ Packaging will be used to help reduce global food

Dressing up e-commerce

and product waste

Innovations like the Arrow Box answer a real need.

¡ Brands will use packaging to enhance the un-

Metsä Board demonstrates how to
achieve a better unboxing experience

Think about the typical Amazon delivery. Con-

boxing experience and retain customer loyalty

sumers usually get a brown cardboard box with

¡ Consumer interest in unboxing will continue

Metsä Board, a top European producer of fresh

the smile logo. Depending on partnerships with

to rise as will YouTube videos that capture the

fiber paperboards for consumer goods packaging,

vendors and brand owners, there sometimes can

experience

has long been known for its lightweight, sustain-

be another branded pack inside; this all depends

All of the above points to an important fact;

able solutions.

on fulfillment arrangements. In many cases, how-

despite the pursuit of functionality and sustainabil-

ever, cat food comes in the same box as premium

ity, brand owners cannot afford to lose sight of the

ance members, worked jointly to demonstrate how

cosmetics. Metsä Board is part of a multi-disciplin-

pleasure and fun so long associated with shopping.

new trends can influence packaging design. The re-

ary, multi-industry effort to help brands create a

In other words, sometimes thinking outside of the

sult of their efforts is the Arrow Box, an innovative

unique signature for their e-commerce products.

box is best done by thinking inside it.

It goes beyond luxury

To learn more, visit www.metsaboard.com

make you weep for the trees.

Metsä Board, together with its PrintCity Alli-

corrugated e-commerce design solution.
The idea behind this collaboration was to create
packaging that could deliver a colorful pop to the

Custom approaches like the Arrow Box can be

unboxing experience. Coordinated by Metsä Board,

reused for storing or sending. They can be recycled

the project started by recruiting famed French artist

and are compostable. In an era of environment


http://www.metsaboard.com

Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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