Thirty-six percent of U.S. online shoppers use packaging to find a product they saw in stores, but online sales becoming less dependent on consumers' previous experience with brand, study says

Lorena Madrigal

LOS ANGELES , December 9, 2011 (Industry Intelligence) – Thirty-six percent of U.S. online shoppers say they depend on packaging to find a product they have seen in stores while shopping online, according to a new study by Shikatani Lacroix, Packaging Digest reported Dec. 8.

Packaging continues to play a major part in online sales, though, as 60% of those surveyed said it helps them identify products while they shop.

The study, which looked into the behavior of online shoppers, also showed that online sales are becoming less dependent on consumers’ prior experience with brands, Packaging Digest reported.

Additionally, 65% of respondents said they believed packaging was for protective purposes during shipping.

The primary source of this article is Packaging Digest, Oak Brook, Illinois, on Dec. 8, 2011.

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