The anticipation of unpacking a product can often create a heightened sense of excitement, especially for luxury or high-end consumer goods.
The unboxing experience is therefore an element of the customer journey which can make or break a brand’s first impression. For e-commerce brands, this first physical interaction is particularly important. If this initial interaction is positive, then there is a high probability of the customer returning for repeat purchases and building long-term customer loyalty.
So, what makes a memorable unboxing experience and how can you leverage the secret of successful unboxing rituals for your own custom packaging?
Successful brand building and customer acquisition is built on consistency. Customers want to feel a sense of belonging and connection to the brands they purchase from, and those feelings can only be felt once a sense of consistency is achieved.
However your brand chooses to show up elsewhere, be it your website, social media, delivery vehicles or television adverts, this is how your brand should present itself when a customer opens your branded packaging.
Harness your messaging, brand assets and colour palette to make your packaging feel authentically you and reflect the products inside. You wouldn’t purchase an Apple iPhone and expect to see the product held in place by flimsy, transparent plastic, with punny lines printed on the box, so it’s important for your packaging design to be consistent with your broader brand style.
Especially for younger purchasers, the material your packaging is manufactured from matters. It’s no longer optional to use materials which are kind to planet earth. Today’s consumers actively seek brands using sustainable packaging and eco-friendly packaging materials, and believe it or not, it does not have to cost the earth.
In a recent article, we highlighted smart ways to save money on packaging, exploring a range of methods for saving money while still keeping sustainability front of mind. From being smarter with the size and shape of your packaging, to buying in bulk and reusing and recycling wherever possible, making the switch to corrugated cardboard packaging will win hearts and minds and keep you profitable if executed correctly.
For those of you who have watched Love Actually, brands can learn a lot from Rowan Atkinson’s pedantic portrayal of a shop assistant. His intentions of making sure every product is packaged with a flourish were commendable and honourable.
While we don’t encourage you to frustrate your customers in the same way, we do encourage you to consider how you can make your product unboxing ritual unique and memorable with the intention of generating loyalty.
For example, textured packaging appeals to one of our most powerful senses and, when aligned to a brand’s overarching ethos and approach, can be a powerful mechanism for creating satisfaction. Thoughtful custom packaging solutions can transform standard transit packaging into a premium brand moment.
Likewise, including unexpected surprises in your packaging can foster longer-term loyalty. From free giveaways to inserts with QR codes linking to user guides, giveaways or exclusive offers, one or two inexpensive bonus items can extend the interaction time a customer has with your brand and leave them feeling rewarded.
Another proven method for creating a special unboxing experience is to invest in a lavish internal print, while keeping the exterior simple. This is a popular trend for luxury goods, such as jewellery and clothing, with the branded internal print making the process of unwrapping and removing the item feel even more special while the understated exterior has the confidence to let the brand do the talking.
Referring back to the beginning of this article, the aim is to secure repeat customers. This can only be achieved by building relationships with strong foundations, and exciting surprises always have the power to forge relationships which are built to last.
The most powerful sales messages are created by customers. User-generated content (UGC) comes with a high degree of trust built in. Customers read reviews, watch product explainers and read the comments on social media to judge reaction and sentiment.
The unboxing experience is therefore a prime opportunity to guide your strongest brand advocates towards sharing their experience online. When opening an item brings a genuine sense of enjoyment, many people cannot wait to share their experience with others – particularly across social media platforms.
Think about including subtle prompts in your packaging design to lead people to social media. This, coupled with the previous recommendations in this article, should have you well on the way to generating organic UGC from those who have the power to influence.
If your business is struggling to craft a memorable unboxing experience that generates long-term consumer loyalty, speak to our team of experts for guidance on bespoke packaging solutions and e-commerce packaging designed to impress.
You can also read our case study about our work with an ambitious e-commerce brand, and how we developed a secure transit packaging solution which delivered a memorable unboxing experience.
