Antalis Packaging has urged UK retail businesses to reduce the amount of packaging to help improve the customer experience.

The call comes at a time when retailers are preparing for the Christmas shopping season and overpackaging could lead to unnecessary wastage of resources.

A growing number of online e-commerce firms were recently found to deliver large packages even for delivering small items.

According to the UK Department for Environment Food & Rural Affairs, more than 4.7Mt of paper was wasted a year in the UK.

“Packaging now plays a central role in creating the ultimate customer experience at home.”

Antalis Packaging divisional manager Andrew Smedley said: “As more and more retail sales shift online, giving rise to the recent explosion of unboxing videos online, packaging now plays a central role in creating the ultimate customer experience at home.

“As such, customers, who expect a smooth and hassle-free unboxing experience are calling out companies that use excessive packaging, admitting it ruins that initial sense of wonder they feel when a package arrives.

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“Consumers are also increasingly favouring companies who care about the environment and opt for sustainability in their packaging.”

Antalis Packaging has also suggested multiple steps in the packaging process that can reduce the amount and ensure hassle-free unwrapping to the customers.

The company suggested that the retail firms can minimise the number of boxes used to pack multiple product orders. They can opt for cushioning in the package to separate the products.

The introduction of the automated box-sizing machine in the packing process and using the appropriate box for the right product will also reduce the amount of outer packaging and void-fill requirement.