Your packaging is doing more than protecting products — it’s shaping customer expectations, influencing repeat business, and sending a message about your brand’s values. From damage prevention to sustainability and unboxing delight, discover how the right protective packaging can give you a competitive edge.
Beyond the Box: Making a great impression, from click to delivery
Think about the last time you ordered something online. You click buy, you’re excited — and then you wait. When that package lands on your doorstep, your first physical interaction with the brand sets the tone for the entire experience.
That first impression is shaped by how well your goods are packed. In fact, the findings of the recent Pregis White Paper on protective packaging and consumer perceptions really highlighted something we at Sancell have always known: the protective packaging inside that box makes a massive difference in how people perceive your business.
Protection First: Happy customers, repeat business
The number one thing people care about? Their order arriving safely. Makes sense, right?
If your delivery turns up damaged, you’re unlikely to become a repeat customer. In fact, the study revealed that a significant portion of consumers would not buy again from a company if their order arrived damaged. That’s a big deal for long-term customer loyalty.
The packaging itself sends a message
And here’s the kicker — the type of packaging matters too. Remember those loose-fill peanuts that cling to everything and create a mess? They caused the most frustration. On the other hand, materials like air pillows and quality bubble wrap left customers feeling more positive. It’s like a little sigh of relief when everything arrives intact and is easy to unpack.
Beyond the Unboxing: Thinking about the aftermath
But it’s not just the moment of opening that matters — what happens next is just as important. Packaging that’s clearly marked as recyclable actually gets recycled more often. That’s important because people are paying more attention to sustainability these days.
Shipping: A key part of the customer journey
This study reinforces that shipping isn’t just about moving a product from A to B — it’s a vital part of the buying experience. If the delivery goes wrong, through damage or frustrating packaging, you risk losing that customer — even after a single bad experience.
Returns caused by damage not only cost businesses money but also increase environmental impact through additional shipping and waste.
What the research highlighted about packaging choices
So, what did the Pregis White Paper actually reveal about packaging types? Researchers tested materials like loose-fill peanuts, paper, bubble wrap, and air pillows — even using technology to track participants’ reactions during unboxing. The results were clear: loose peanuts caused the most frustration, while bubble wrap sparked joy.
3.1 Emotional Response
| Material | Frustration Incidence | Notable Behaviour |
| Loose‑fill peanuts | 17.9 % | Spillage, static cling; participants ‘enjoyed’ throwing them away (relief) |
| Air pillows | 6.3 % | 33 % voluntarily deflated before recycling |
| Kraft paper | 3.7 % | Mild frustration if crumpled too tightly |
| Bubble | 0 % | Highest joy scores; some participants popped bubbles playfully! |
Participants were 39 % more frustrated with peanuts than paper and 40 % more than bubble cushioning. Critically, peanuts were the only material that led to accidental discarding of enclosed products — a direct path to damage and customer dissatisfaction.
The Sancell Approach: Protection that just makes sense
As an Australian manufacturer with over 30 years of experience, we at Sancell put a lot of thought and innovation into our packaging. We’re ISO certified for quality, and we even recycle our own manufacturing waste. Our solutions are designed to handle diverse products, journeys, and the unique challenges of the Aussie climate:
- Packing Protection: Bubble wrap in all shapes and sizes, padded mailers, and void-fill
- Surface Protection: Foam wraps and sheets
- Cold Chain Solutions: High-performance thermal bags and liners, customisable gel packs
Five ways we help reduce returns
We’re serious about helping businesses cut down on returns caused by damage:
1. Damage Data Audits: We help you pinpoint why items are getting damaged through return data analysis.
2. Right Sizing & Downgauging: We ensure you’re using the right amount of packaging — not too much, not too little — to protect products and reduce waste.
3. Circular Material Streams: We partner with organisations like RecycleSmart to help recycle our poly-based films.
4. Agile Local Supply: Being Melbourne-based allows us to respond quickly and lower our carbon footprint compared to imported products.
5. Ongoing Packaging Reviews: We regularly collaborate with customers to review and refine packaging solutions as products and logistics evolve.
To explore how we tailor solutions, take a look here >
Packaging with Purpose: Our commitment to sustainability
For us at Sancell, sustainability isn’t an add-on — it’s at the core of how we operate. We believe packaging should protect products while also being kind to the planet:
Recycled Content, Recyclable Design: Many of our products contain recycled materials and are themselves recyclable.
Local Manufacturing, Lower Emissions: Producing locally in Melbourne reduces travel and carbon emissions.
Closed-Loop Recovery: Our partnership with RecycleSmart keeps soft plastics out of landfill.
Smart Material Selection: We engineer packaging to be durable and minimise waste.
On-Site Recycling Capabilities: We recycle our own manufacturing waste in-house.
To learn more about our environmental achievements, click here>
Turning Insight Into Action for Your Business
So, how can you apply these insights? Here are a few questions to consider — and ways we at Sancell can help:
Understanding Your Damage Rates: Which products are most often returned due to damage? Targeting these with better packaging can protect your bottom line. We can help you analyse your data and design more effective solutions.
Protecting Against Environmental Factors: Do changes in temperature or humidity affect your products in transit? Our cold chain solutions safeguard your products in all conditions.
Making Recycling Easy for Customers: Could your recycling instructions be clearer? We can print recycling information directly onto your packaging, helping customers recycle easily — without slowing down your packing process.
At Sancell, we’re dedicated to helping Australian businesses get packaging right — from packing to unboxing to recycling. We want to help you create a positive customer experience and a more sustainable outcome.
Ready to turn your packaging into a business advantage?
Explore our solutions here, otherwise let’s chat about how we can help.