Packaging supply chain management specialist Woodway UK has launched a new online packaging survey tool, PackRate, after successfully completing a one-year trial with British multinational retailer Marks & Spencer (M&S).

More than 60,000 M&S customers rated their packaging during the trial.

Developed in consultation with Woodway UK's customers, PackRate has been designed to gather feedback on packaging and help the company to create new packaging designs accordingly.

"One of the benefits of PackRate is that it provides a continuous flow of information which can be acted upon almost immediately."

The new tool helps companies to collect quantitative and qualitative data quickly and formulate new packaging strategies.

Marks & Spencer technical packaging head Roger Wright said: “One of the benefits of PackRate is that it provides a continuous flow of information which can be acted upon almost immediately.

“As we have developed our ‘Shop Your Way’ packaging with Woodway UK, as a direct result of PackRate feedback, we have seen the number of positive comments increase.

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“PackRate is the best tool I’ve seen to gauge people’s opinions on packaging in real time whilst also having the ability to promote our environmental credentials and educate customers on related topics.”

With the help of the new tool, M&S plans to use long-term data trends to create its packaging strategy and improve its brand.

In December 2015, Woodway UK supported department store chain John Lewis’s online packaging campaign, Man On The Moon, which used augmented reality (AR) through an exclusive app available for iPhone and Android.