Celloglas wows retail brands with unboxing experience as luxury e-commerce packaging is unveiled

The inside of the Mirri Wow Pack

As the trend for unboxing luxury packages has been sweeping the Internet, with YouTube now featuring almost 40 million videos (just search for unboxing luxury packaging and you’ll see what we mean!), Celloglas has launched a new product, expanding on its traditional services and highlighting the company’s commitment to innovation in support of luxury retailers and their creative agencies.

Celloglas has launched the Mirri Wow Pack, providing bespoke luxury e-commerce packaging, after conversations with some of the UK’s leading luxury brands looking to improve their omni-channel retail experience.

With an array of industry research illustrating that consumers rank packaging almost equal to the brand when it comes to what’s important for overall satisfaction with a product, the Mirri Wow Pack has been launched to help luxury brands deliver better e-commerce experiences. Research shows that consumers are likely to repeat purchase from an online merchant that delivers premium packaging, and that half of customers expect online orders to arrive in premium packaging if the same packaging is offered in-store.

Mark Askham, Mirri development manager at Celloglas, said: “With the luxury e-commerce market predicted to grow to €70 billion by 2025, it’s long overdue for luxury retailers to ask themselves: why are only four per cent of luxury sales e-commerce? Consumers are expecting more than the standard brown cardboard box from omni-channel retail now – it really is time to up the anti!

“The Mirri Wow Pack looks like an ordinary brown box from the outside (ideal for security) but inside boxes are lined with eye-catching Mirri for a luxurious unboxing experience, which can be created bespoke to the client’s needs. It’s a very flexible offering and clients can then choose any Mirri products to line their box with, from the colourful range of Mirri H to the dazzling Mirri Stardust.”

Using its new board-to-board laminator, Celloglas can create bespoke boxes to customer requirements and can supply the outer board or work with a customer’s. Additional bespoke insert pockets can also be provided to protect products such as clothing, using bespoke paper, colours and finishes.

As well as being a way to add value to a product, the Mirri Wow Pack also provides added protection of the product inside due to the qualities of the materials, ensuring the product is delivered to customers in excellent condition.

Sukky Jassi, the head of the retail institute, said: “Packaging design has become the single most important marketing task for many consumer products. There is most definitely a need for the development of packaging for e-commerce and for brands to embrace it as a ‘sensory signature’. Packaging is also the digital integrator providing the consumer with the link between the digital and physical experience.

“Often overlooked by brand managers, packaging can play a major role in ‘non-conscious priming’, the sensory and environmental factors that give consumers emotional cues on the context and “premiumness” of their experience.

“Premiumisation for packaging can be placed broadly under three categories: materials, customisation and visual/tactile effects. The choice of materials is a key part of any effort to convey quality through packaging.

“The challenge is increasing packaging’s importance as an opportunity for brands to continue the brand story with consumers – the delivery of their online package should be a further extension of their positive brand experience, not simply a logistical mechanism for obtaining their desired product.”

Below – an example of one of the luxury packaging unboxing videos currently on YouTube. Luxury Shoe Haul Unboxing: Chanel and Dior from Inthefrow.