In recent years, unboxing has evolved from the simple joy of opening a parcel to a powerful e-commerce marketing tool.
In fact, unboxing has become such an invaluable industry experience that Instagram accounts show how products are packaged and online shops then include those reviews for their own marketing purposes.
For e-commerce companies, the sent package represents the most direct touchpoint and connection to a customer. In fact, it is also one of the most untapped marketing opportunities. Originally, packaging came out of the need to protect products during the shipping process but online retailers have learned that by focusing only on that functionality they overlook the full marketing potential of their packaging. A branded packaging and unboxing experience is a great opportunity to safely deliver the product and at the same time create an unforgettable moment for your customers.
Overall, you can see a thoughtful selection of shipping and packaging materials as well as the way you have chosen to present your shipped products.
Furthermore, the message you want to communicate with your brand is also conveyed properly and in line with your online store. The goal is to create added value for your customers and your business by creating a positive first impression of your product.
Online retailers have fewer touchpoints with their customers to make use of than physical retailers. The advantage of the efficiency of online shopping can go at the expense of the tactile, hands-on experience with a product before purchase. That's why it's important to pay attention to the touchpoints you have at your disposal to create an unforgettable brand experience for customers and differentiate them from the competition.
Building a long-term, sustainable brand means bringing customers back again and again. Regular customers will generate more revenue for your business and investments in customer retention and loyalty marketing can get you off the so-called “Treadmill of Acquisition”.
A survey by Dotcom Distribution showed that 40% of consumers are likely to order again from an online retailer with premium packaging.
The same study also found out that premium packaging makes the brand feel upscale and increases the anticipation of the delivery.
In general, people like to share the great experiences they’ve had. For example, if you search for the word "unboxing" on Google, you'll find countless blog posts, pictures, and videos. Much of this content has been created by customers which helps companies to increase their brand awareness.
Many elements must work together to create a well-designed brand packaging and an unpacking experience. Of course, you don't have to consider all of those available options.
Instead, you have to decide which possible improvements to your packaging offer the best experience and the greatest added value for your customers. Strategic investments in the fulfillment process can make a big impact and contribute to an unforgettable unboxing experience.
If you are looking for packaging materials to give your customers a great branded unboxing experience, we can definitely recommend our colleagues from Packhelp, since they have really a big selection for every type of product.
A disadvantage of brand packaging can be the associated costs, which include both time and price.
Based on your average order size and profit margins, you can decide what options are financially feasible and what value they have for your company and your customers.
Custom boxes are usually the most expensive cost to create an unboxing experience. If your products don't need the protection of a box, it may be worth choosing lighter packaging, such as envelopes, to reduce the overall cost.
In almost all cases:
Learn more about how to reduce your packaging costs here
This one unpacking experience can be the competitive advantage your company needs to not only generate repeat sales but also win new customers. Andy Dunn, the founder of Bonobos, says: "Ultimately, you're not building an e-commerce business, you're building a brand that has e-commerce as its central channel."
We think that hits the nail on the head.
In conclusion, your unboxing experience affects your business in many different ways. If you're looking for a way to stand out from the crowd, associate your brand with memorable moments.
Maybe you've felt like taking the time to re-evaluate your packaging. Consider how much you currently spend, your average order size, and profit margins, and see what you can do to give your customers a better experience. Have fun and all the best.