Retention packaging – what is it, and what are the benefits?

1. Introduction
2. Using retention packaging
3. Nine benefits of retention packaging
4. Protection
5. Presentation/unboxing
6. Versatility
7. Reduced inventory
8. Ease of use
9. Space saving
10. Reusable
11. Recyclable
12. Customisation
13. Summary

Although the UK’s eCommerce market is the third biggest in the world, after China and the US, many businesses operating within this sector face significant challenges with their packaging.

Damage to items during transit (and costly customer returns). Maintaining a large inventory of packaging to accommodate large product ranges. Trying to craft a memorable unboxing experience. Improving sustainability. The list can seem endless.

However, packaging can prove to be a competitive advantage that helps with all of the above and more. One option, which many businesses are unaware of, is retention packaging.

Retention packaging is essentially a cardboard frame with a film across it. When assembled, it provides a packaging insert that both protects and presents its contents.

To use retention packaging:

1: Place the retention insert flat on a packing bench or workstation.

2: Lift the film and place products to ship underneath it.

3: Fold the edges of the insert down to create an arch. Doing this pulls the film tight over the product.

4: Place the folded insert into a pre-assembled corrugated box.

5: Seal the pack and send via the usual method (couriers, Royal Mail, etc.).

Retention packaging is suitable for a wide range of products.

This includes fragile items such as glassware and electronics and more robust items such as car parts and tools.

This flexibility has made retention packaging popular with eCommerce businesses operating in a wide range of industries and markets, including beverages, cosmetics, pharmaceutical and healthcare, electronics, computing, automotive, and many more.

The primary argument for using retention packing is the protection that it provides.

Bracing the product and keeping it within the outer pack’s centre eliminates damage caused by shock, impact, and general mishandling. In fact, one of the main causes of product damage during shipping is products colliding with each other or hitting the walls of the outer corrugated packaging.

Preventing damage has obvious benefits, including fewer returns, less need for costly replacements, and happier customers with the potential for repeat business.

For most eCommerce businesses, the unboxing experience can play a significant role in retaining customers.

Retention packaging provides a fairly unique experience in that the product is instantly visible upon opening. Combined with printed eCommerce packaging that includes bold colours upon opening, you can create a really strong and memorable experience.

Whilst corrugated inserts and even foam, such as Stratocell, can provide similar presentation and protection, the main drawback of these methods is that they are typically tailored to a specific product or part.

As a result, businesses sending multiple different items or combinations of products need a large inventory of different inserts.

The design of retention packaging allows for products of various shapes and sizes, as well as shipping multiple products within a single pack.

The main benefit is that you can significantly reduce your packaging inventory and achieve economies of scale when purchasing.

Besides potentially reducing the number of different inserts within your packaging inventory, retention packaging can also help you reduce the amount of secondary packaging you use.

With the retention inserts filling the box, you do not need to fill the voids with fillers such as paper, wood wool, or even foam peanuts. This reduces your costs and makes unpacking and disposal/recycling considerably easier for your customers.

Eliminating void fill or inserts that are potentially difficult or time-consuming to assemble also improves the productivity of your packing staff.

Retention boxes are quick and easy to assemble, with little training required to use them correctly.

Improved productivity means that you can fulfil more orders more quickly, better cope with seasonal peaks in demand, and ultimately reduce your labour costs.

Foam packaging inserts, in particular, can often be bulky to store. While this is often not a problem with a just-in-time supply agreement, it can be a real headache for smaller businesses or those with little storage.

Retention packaging, however, is stored flat, with minimal storage requirements when not assembled.

The durable nature of the film and the way the corrugated insert sits within the outer pack provide retention packaging with surprising longevity. In fact, you can easily use it across ten or more trips.

This makes it perfect if customers need to return products or if you run a subscription-based business (e.g., you hire out specialist tools or equipment).

If you have a system allowing your customers to return your pack, reusing your retention boxes can significantly reduce costs.

Unlike some materials, such as polystyrene inserts, retention packaging is quick and easy for users to recycle.

End users can place the entire pack, including the outer box, corrugated insert, and film, within kerbside recycling bins. The film is then separated during the recycling process in a similar manner to tapes and labels that may remain on any cardboard collected for recycling.

Finally, retention packaging can be customised to suit your specific requirements. This includes bespoke dimensions (although a range of standard sizes is available) and adding the print to the corrugated element.

Both of these options provide further benefits. For example, bespoke sizing allows you to optimise shipping costs, whilst printing can help with brand awareness and loyalty.

As an eCommerce seller or a company that ships many different parts, retention packaging can provide a wealth of benefits to your costs, productivity, and customer satisfaction.

At GWP Packaging, we have been official suppliers of the Korrvu range of retention and suspension packaging for over 15 years (and of corrugated packaging for more than 30). So, if you feel that using retention packaging could benefit your business, please get in touch.