The Importance of Unboxing and 5 Ways to Unwrap a Better Experience
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We know product packaging packs a huge punch when it comes to enticing customers from the shelf (physical and virtual). But as e-commerce and home deliveries continue to gain popularity, there’s another moment you don’t want to overlook: unboxing.
Unboxing describes a customer’s experience opening a packaged item or delivery.
(It also describes the popular process of recording and sharing that experience on social media, which we will get to later. But for our purposes, we’re talking about the entire experience – recorded or not.)
First, a story:
Recently, a new client sent us their product, so we could become familiar with it enough before beginning our scope of work. The order was all handled internally, and there must have been some wires crossed, because they accidentally sent it to us twice. And while it was the same product both times, the experience was totally different.
The first shipment arrived at our office in a USPS envelope. The product inside was wrapped in a simple, clear plastic bag, and came with a packing slip insert. It was everything we had expected, I guess, but it felt very…unofficial. Still, we were able to experience and trial the product right away.
The next day, a second delivery arrived. This time, a larger shipping box showed up, containing a factory-sealed, fully-branded box – brightly colored and much more fun to open. The product fit snugly inside, and came with a variety of ‘plus-ones’ like stickers and a welcome insert among others.
Clearly, the second shipment was more in line with the branded experience customers would experience.
The whole thing got us thinking about how important the unboxing experience really is.
Both deliveries came with the same core product.
Both provided the necessary information for us to be able to ence and trial the product right away.
But the second delivery was more fun, and exciting to open. It felt more like an experience.
Why is the Unboxing Experience Important for Brands?
Brands have had to think about how their products ship since the early days of e-commerce. But they really kicked things into high gear with the advent of social media, and the sudden popularity of unboxing videos.
Unboxing videos show people opening their purchased items and sharing their initial reactions and impressions of the products.
They’re especially popular with high-tech items, high-end, expensive products and DTC brands. Part vicarious shopping, part product review.
These videos fill in gaps in the e-commerce shopping experience. Namely, the ability to see and touch a product in real life, outside of the well-lit promotional materials on company websites. How do they feel in your hands? Do the colors match the product page? What are your first impressions? Questions you may normally answer in-store, but can’t when you’re shopping online.
These videos have become widely popular with marketers (no surprise). Influencers can tap into an entire industry of unboxing; ad campaigns are even built around them.
But the unboxing experience isn’t just about social media marketing.
It’s clear when you watch videos like these: opening a thoughtfully designed package provides a whole layer of engagement between your brand and your customers. It’s an opportunity to extend the customer experience beyond purchase.
Oh, and it can have a real impact on your bottom line. A great unboxing experience can:
Increase your customers’ excitement about your product
Convey a high level of quality and care customers crave
Prompt customers to share their experience online and build social proof
Increase the likelihood of repeat purchases
Signed, Sealed, Delivered – Make Them Yours
Ready to move beyond the basic box? Here are 5 tips to help you create packaging people can’t wait to unwrap:
Package What You Preach
E-commerce packaging is an opportunity to tell your brand story in a more personal, interactive way. How you display your products in the box should bring that story to life, and reflect your brand values.
For example, luxury brands should have luxe packaging. Sustainably-focused brands may want to share why their box makes a minimal footprint. Just like you would with your product packaging, your delivery packaging should be an extension of your brand.
Play With the Box Itself
Another way to bring your brand to life at their doorstep? The shipping box itself. Like brightly colored wrapping paper, a bold, branded box can trigger feelings of excitement and anticipation.
But it’s not right for everyone. While younger customers (like Gen Z) say gift-like packaging makes them more inclined to buy from brands again, it makes older generations more worried the package will fall victim to porch pirates.
It also may depend on the product itself. While they may be happy to see the branding of their favorite clothing company waiting for them, the same may not be said for more personal products. (Maybe they don’t want their neighbors to know they ordered hair loss treatments, for example.)
Whether you decide to go loud or stay discrete, be intentional and consider the whole experience.
Encourage Social Sharing with Clear Instructions
Want people to share their unboxing experience? Give clear directions in an insert, or on the box itself. Simply printing a custom hashtag will make it easier for you to see when your boxes are being unboxed.
You can also incentivize sharing by offering discounts or other perks.
Customize and Personalize
Personal styling subscriptions that explain why each piece of clothing was selected. A handwritten thank-you note from a small business owner. A printed insert with the customers name front-and-center.
These little touches can help your delivery stand out and feel extra special. And that feeling doesn’t stop when the unboxing is over. It will keep them coming back.
Surprise and Delight with Add-Ons
Opening a new package – even one you ordered, and know is coming – can be fun and, well, delightful. Of course, when you know what’s inside, some of that excitement may wane.
Little perks and freebies – like product samples or travel-sized items – can capture the sense of excitement you get opening a present.
Pack in the Value
Whether you opt for special add-ons, or minimal waste…
Whether you keep things discrete, or go bold with your branding (or print fort-building instructions right on the box)…
The key to creating a stellar unboxing experience is to consider your customer, and find ways to add extra value to their delivery. Whether that’s through savings, a sense of playful wonder, or high-end design, it should reflect and amplify the value you deliver across your whole brand.
And making it extra pretty never hurts.
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