Indubitable Advantage of Customer Surveys for a Returnable Packaging Company: Understanding the Drivers Behind Customer Satisfaction and Loyalty

Indubitable Advantage of Customer Surveys for a Returnable Packaging Company: Understanding the Drivers Behind Customer Satisfaction and Loyalty

The existing economic uncertainties in emerging countries and greater upfront costs are considered to be the major challenges hampering the growth of the global returnable packaging industry.

Over the years, returnable packaging has proven to be the ideal packaging material for shipping. Returnable packages are now available in different forms to suit the needs of the end-use sector – hand-held containers, reusable pallets, bulk containers, and racks. They are preferred for their distinctive features such as appealing aesthetics, ease of use, and strength when compared to disposable packages.

Though returnable packing is considered to be the best solution for many applications, there are several concerns that hamper their widespread adoption across the global supply chains. Some of the major challenges include – high capital costs of ownership, inherent nature of the returnable packaging components, and other challenges cropping up due to improper management.

The Business Challenge

  • The client: A returnable packaging company
  • Revenue: ~$6 billion
  • Area of Engagement: Consumer survey

With an intention to determine customer satisfaction, the packaging industry client – specializing in returnable packaging materials – approached Infiniti to engage in a consumer survey-based assessment that would help them gain valuable feedback on issues that are considered important to customers.

The consumer survey was focused on brand trends and their impact on packaging demand, shifts within the packaging industry, and the different perspective of packaging demand. The primary objective of this consumer survey assessment was to gather targeted information that would help them uncover notable shifts in the packaging industry and drivers of customer loyalty.

How Can Consumer Survey Help Returnable Packaging Manufacturers?

Consumer surveys play an essential role in running a successful business irrespective of the industry in which you operate, or the product/service being offered. Consumer survey is an important part of market assessment and can help you measure customer satisfaction levels while offering the opportunity to effectively communicate with end-users; thereby, building true personal relationships.

Summary of our consumer survey engagement

returnable packaging

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Client Journey

The changing market landscape with aggressive competitors posed several challenges for the returnable packaging manufacturer. To help the client understand how their customers perceive their brand, the market assessment experts at Infiniti conducted a consumer survey that was aimed at identifying market trends and customer expectations.

The approach included primary and secondary research methodology coupled with qualitative and quantitative data collection procedures. The experts also reached out to various stakeholders in the packaging industry.

Solution Benefits and the Business Impact

By conducting a consumer survey, Infiniti’s market experts helped the returnable packaging manufacturer to assess their service levels and identify the factors driving customer loyalty. The client also gained insights on market trends that helped them make necessary adjustments in their product development approach and marketing strategies.

The Future

Returnable packaging is a cost-effective and environmentally friendly alternative for industrial segments that deal with an extensive flow of goods. Leading players in the returnable packing sector have collaborated with tech companies to develop solutions that would help them track the packages and minimize loses. However, recent advancements in the use of sensor-based technologies are expected to revolutionize the process of tracking returnable packages.


A must-read case study for strategy specialists and decision makers looking to develop an understanding of the packaging industry.

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