The Unboxing Experience

Posted: 14 Jun 2023

‘Unboxing’ is a very important part of a customer's experience and through social media it has become an online phenomenon, with videos going viral. Businesses are taking extra steps to consider the ‘unboxing experience’ in their marketing strategy. If you are unsure what the ‘unboxing experience’ is, here is a guide as to what it is, and how to make the most out of your ecommerce packaging.

What is it?

The ‘unboxing experience’ in the world of ecommerce is the first interaction your customers have with your product.The experience of unboxing is the feelings and emotions that come with holding and opening up a new package. The joy and excitement that comes along with it. Each phase of unboxing should be carefully considered, so that each aspect is aesthetically and kinetically pleasing.

As a brand you can create an unboxing experience for your customers which grabs their attention and keeps them coming back for more. There are several easy and cost effective ways to do this which will be explored further throughout this blog.

Why is it Important?

Your customer's unboxing journey is part of your brand's story and it should reflect your brand colours, ethos and general themes. It should be viewed as a vital form of post purchase marketing for your business.

You need to consider what your packaging looks like, how to surprise customers whilst ensuring the practicality of your packaging. Your packaging is one of the best ways to get your brand message across. You can select materials, colours and text which clearly narrates your story to your customers. For example, if one of your businesses top priorities is to reduce your damage to the environment you would choose packaging which has been made from recycled materials, and has text printed to show how you are taking sustainable measures with your product and packaging. These things help your customers understand you more and will ensure they choose you again in the future.

Unboxing Videos

Unboxing video content has become addictive. There's a level of excitement attached. They are a great way of verifying a company’s product before making a purchase. Most people will look online for feedback and reviews before parting with their money so it is likely they will come across any unboxing videos linked to your brand. These videos allow the viewer to see products being taken out of the packaging and used for the first time. This offers a product review and shares and insight into the quality of the packaging your company has selected.

This has become so popular that there are social media accounts dedicated to unboxing products. Businesses will send their product to these people in hopes of catching the attention of the millions following online.

Packaging that Reflects Your Brand

When considering your customers ‘unboxing experience’ you have to ensure you don’t lose your brand within that. It's all well and good using multiple layers, colours and adding extra surprises but if your messaging is not clear, your customers won’t remember your brand.

Take large brands such as Cadbury’s and Tiffany’s they both have a signature colour which is consistent throughout everything they do. Even as the brand’s have grown and evolved the signature colour remains the same.

Choose text which reflects what your brand stands for and what to impress onto your customers. This is vital to ensure your customers are getting the correct messaging. You could keep it simple by adding just your logo and strapline or add some more details such as social media tags, company ethos or declarations for a greener future. These are all things customers notice. For inspiration take a look at our box gallery to see what other customers have done.

What to Consider?

The most important thing to consider is that your customer receives their product in the right condition. Here are a few ways you can do this.

Correct Sized Packaging - It is vital to get the correct size packaging for your products. You need to choose packaging which protects the products and doesn’t require a lot of void fill. If you have products that have different sizes it may mean using custom sized packaging or choosing boxes which have pre-scored heights, for different sized orders. We explored this in a recent blog.

Product Protection - Ensure products are safely packaged without overpacking. There are tons of aesthetically pleasing packing options available including tissue paper and wood wool
Make Packaging Aesthetically Pleasing - This is what makes for great unboxing videos as described previously. You can create printed packaging which wows your customers and is as shareable as possible.
Product presentation - Once you have your packaging you need to ensure your products are presented in a pleasing way making sure they are the first thing the customer sees when opening the box. Place any extras including packing slip underneath.
Add a Little Extra - You can say thank you to customers whilst also sharing what else you have on offer. Include a thank you note in the bottom of your box. This adds a personal touch to the experience giving the customer an emotional connection with your brand.

Products to Consider

We have the perfect combination of packaging you need to create the perfect ‘unboxing experience’. We have options for printed and custom sized boxes and working with our sister company UKPrinting you can complete your experience with branded tissue paper and stickers.