By Sarah Rutland, Market Development Manager at Filtrona Tapes
In the competitive landscape of emerging markets, forward-thinking brands leverage packaging as a powerful marketing tool to add value beyond the product itself. By going the extra mile and providing additional benefits, packaging becomes a means to captivate consumers and create unique experiences.
Over the past decade, eCommerce has witnessed extraordinary growth, propelled by technological advancements, shifting consumer behaviour, and the growing demand for convenience.
Many consumers’ first physical interaction with the product they’ve ordered comes after the transit packaging has been navigated. But when cartons with no opening feature ranked as the second most frustrating packaging type in our recent consumer survey, how can we ensure that the protective outer packaging does not tarnish the consumer journey with the product? Perhaps even small changes to eCommerce packaging could generate positive feelings from the consumer and start this journey on the right foot.
Tear tapes represent a simple but effective way to improve the opening experience, which could turn occasional, sporadic customer transactions into long-term, continuous relationships – whilst maintaining operational efficiency. Put simply, it means you no longer need to decide between superior customer experience and cost.
At Filtrona Tapes, we don’t just talk about packaging solutions anymore. Our range of total tape solutions helps create tangible brand identities and memorable experiences. Creativity isn’t a choice. It’s a necessity for turning boxes into potent marketing platforms.
Say Halo to Sustainable Opening
One consistent trend in consumer consciousness is sustainability. Consumers are growing more sustainability-minded with each passing generation. Millennials, currently the world’s biggest-spending age demographic, largely prefer buying products with minimal environmental impact. Gen Z consumers – about to inherit the mantle of leading spending power from millennials – are even more sustainability-minded. And the early signs are that the following generation – Gen Alpha – is still more sustainability-minded.
This is also true for packaging, with our consumer survey finding that 43% of consumers rank recyclability as a key packaging frustration. Some may say this is no longer a trend but a – prerequisite.
For those who see the opportunity for packaging to play a powerful role in the world around us without losing functional benefits, Rippatape® Halo helps brands and converters around the world meet their environmental goals whilst delivering a positive opening experience.
This brand-new solution is the first paper tear tape in the Filtrona Tapes ECO Range, providing customers with more circular curbside recyclable packaging options. It is externally certified as recyclable with paper achieving an A+ level via the Italian National Recyclability Standard: UNI 11743 and MC 501: 2017 criteria.
With a tearing performance comparable to our market-leading Rippatape® 60, Rippatape® Halo does not compromise on the easy opening credentials of its plastic alternative. Crucially, Rippatape® Halo is recyclable along with paper and board packs, is fully reclaimable, eliminates the plastic film used in standard tear tapes, and focuses on fibre recovery.
Opening up the future
Packaging is a functional necessity and a powerful marketing tool that can enhance the consumer experience and drive consumer engagement in emerging markets. By leveraging packaging to add value, brands can create memorable moments, foster connections, and cultivate strong consumer relationships.
At Filtrona Tapes, we want to make it easy to enhance your packaging in whatever industry you are in. For over 100 years, we have provided solutions that Open, Close, Inform and Protect, enabling our customers to improve the consumer experience with packaging.