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E continua a referência a esta evolução do papel das caixas no mundo do B2C. Com o avanço do comércio online reforçam-se as funções emocionais face às funcionais, "How the boring brown box on your doorstep became an object of desire":
"Online retailers are giving the humble cardboard box an extreme makeover, transforming a four-sided receptacle for delivering goods into the new shopping bag.
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Out: brown, plain, boring.
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In: neon colors, ornate lettering, glossy surfaces and geometric stenciling that looks like modern art.
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And the story often does not end with box cutters. Recipients post photos, videos and reviews online of the coolest boxes. Some re-purpose their boxes to store makeup, watches or even fishing lures. Others hang boxes on their walls, with dioramas inside.
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This is the best of times for boxes. For decades, a stagnating economy and shift away from manufacturing flattened sales of corrugated and paperboard boxes. But in 2013, sales rebounded and have kept climbing, thanks to an improving economy and, analysts say, a fundamental shift in shopping habits.
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The real action in box innovation is taking place among online retailers who specialize in monthly subscription services"
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