Boston, Massachusetts based Sappi North America, Inc., a leading producer and supplier of diversified paper, packaging products and pulp, announced the release of “The Touch Advantage,” a study with Clemson University exploring how touch affects purchasing decisions and perceptions in the paper and packaging industry. “The Touch Advantage” launched May 7 at LUXE PACK New York 2025.
The research study analyzes how multisensory packaging, especially the tactile elements, can significantly affect purchasing decisions, brand perception, and customer satisfaction. It specifically explores the correlations between touch and sales, the effects of premium packaging on consumer’s perceptions of product quality, and sensory marketing’s effects on post-purchase experiences, customer satisfaction and reviews.
A few key findings include:
Touch frequency and sales: Consumers are 50 percent more likely to purchase a product after touching its premium packaging just twice. The likelihood increases to 90 percent after four touches.
Impact on e-commerce and unboxing: Premium packaging enhances customer satisfaction significantly, with 95 percent more positive emotions recorded during unboxing experiences compared to nonpremium packaging.
Preference for premium packaging: In comparative tests, products with premium packaging were chosen three times more often than those with nonpremium packaging.
“‘The Touch Advantage’ represents the culmination of years of research and innovation at Sappi North America,” said Patti Groh, Director of Communications at Sappi North America. “This book not only showcases the power of touch in consumer decision-making but also positions Sappi as a leader in advancing the science of sensory marketing. We believe ‘The Touch Advantage’ will be a game-changer for brands looking to deepen their connection with consumers through thoughtfully designed, premium packaging.”
This experiment was conducted in both retail and home environments, incorporating a combination of biometric analysis, eye-tracking technology and controlled consumer surveys.
To learn more, register for Sappi’s upcoming webinar at sappi.com.
https://boardconvertingnews.com/sappi-north-america-releases-haptics-research-study/
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