Case study: Swannack pack improves customer satisfaction by 90%

Swannack, a company with a rich heritage in manufacturing cricket bats, approached GWP to assist with its eCommerce packaging. The existing packs, which were basic and used extensive bubble wrap, did not accurately reflect the company’s premium positioning within the market and were also poor environmentally.

The resulting redesign, offered by GWP’s team of designers, provided a vastly improved visual appearance, which in turn helped increase customer satisfaction. Swannack also saw benefits in terms of packing times, sustainability and ease of use.

Whilst the Swannack business quickly became a success, there was one notable problem – the packaging.

Initially, the company sent eCommerce orders in plain brown boxes, protected with bubble wrap. Whilst this had the desired effect of protecting their products during shipping, the boxes in no way looked premium or reflected the strong heritage within cricket of the Surridge and Swannack brands.

As such, their customers’ experience when receiving the products was severely lacking.

Alongside the need for protection and presentation, additional considerations included the necessity of accommodating three different products within the same outer packaging, as well as a strong preference for all materials to be recyclable.

GWP Packaging’s design department, led by Mike Poynter, undertook the project in two separate steps.

Firstly, they addressed the transit protection requirement. Using their knowledge of structural design and CAD software, GWP’s designers proposed a top opening 0427 with an internal fitting, rather than the previously used 0201.

The integral fitting immediately improved the presentation of the products and environmental credentials simply by eliminating all bubble wrap. The fitting also secured the handles whilst cradling the V-shaped reverse of the product. This design eliminated movement during transit, providing the required protection.

What’s more, the cardboard insert also ensured Swannack could send the three different bats in their range using the same box, and that the pack immediately presented the front of the product (highlighting craftsmanship and logo) upon opening.

Secondly, Mike and his team also addressed the aesthetics of the outer packaging. Working closely with Swannacks’ marketing agency and using an EB flute (partly for structural integrity), GWP achieved maximum impact from the flexographic branding. The print took the form of a reversed-out logo on “cricket ball red” flood colour to create a striking aesthetic and distinct appearance unique to Swannack.

Swannack, through customer surveys and feedback, reported significant improvements in customer satisfaction (relating to the packaging). In fact, over 90% of those questioned indicated that the new packs provided a good or excellent opening experience, compared with less than 10% previously.

The pack also passed numerous real-life transit tests during development. Not only were products protected from damage, but the orientation – critical for the initial presentation once opened – was also maintained.

From a more practical perspective, Swannack also saw reductions in assembly and packing times by approximately one-third. GWP achieved this through the simplicity of the webbed fitting and cradle being integral to the pack. The three large locking tabs also eliminated the need for taping, making it faster to close and maintaining a clean, premium look for the box.

Upon completion of the project, Charley Surridge, Director at Swannack, commented;

We’re very pleased with how the packaging turned out – it reflects what our company is about and effectively highlights the premium product we offer. GWP was responsive, easy to work with, and their follow-up customer service has been excellent, too. I would be happy to recommend them to anyone looking to source high-quality packaging.

The pack also narrowly missed out on a Starpack award. Entered into the B2C “Home Delivery” category, it was highly commended by the panel of judges, with praise in particular for its reflection of the Swannack brand and market positioning, as well as its environmental credentials and ease of use.

GWP’s design-led approach to Swannack’s challenge helped position the business as the premium offering within its market segment. The company also reported additional benefits, including increased customer satisfaction, improved ease of use, and enhanced sustainability.

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