“ Around two thirds of businesses do believe they can enhance the customer experience with better packaging , but that does also increase complexity ”
— Edwin Goffard , COO Corrugated Europe , Smurfit Kappa
Smurfit Kappa ’ s own approach is a structured one which looks at how it can support e-retailers with the challenges of e-commerce . According to Goffard , at least 80 % of companies say that packaging should represent the retail brand , but it ’ s not always that simple . Many companies aren ’ t occupying their own brand space when it comes to e-commerce operations ; as an example , when a large company recently visited Smurfit Kappa ’ s Experience Centre in Amsterdam , it was discovered that this can be a serious problem for the brand perception of the consumers .
“ We ordered a number of their products and showed them how they arrived with us ,” says Goffard . “ It was very surprising to them because they spent so much money on cultivating their brand over years and years , but their products actually came shipped in a reused box which had previously been used for something else and might even have another company ’ s branding on . That completely loses the brand image . Around two thirds of businesses do believe they can enhance the customer experience with better
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