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.
What is a brand packaging experience?
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 touch points 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 touch points you have at your disposal to create an unforgettable brand experience for customers and differentiate them from the competition.
Why a branded packaging experience is important
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.