The Importance of Product Unboxing in Today’s Market
If you own an online store, courier or mail services are the only methods of delivery to your customer. Therefore; packaging and shipping supplies are a vital necessity for e-commerce companies.
The core function of packaging is to provide safety and security of your product during transportation from your warehouse to the hands of your customer. However, upon delivery, the quality and presentation of your packaging make a tremendous impact on buyer’s psychology. Packaging creates the first point of contact between your customer and your product, known as, “the unboxing experience.”
Every marketing department should use the unboxing experience as an opportunity to further engage with their customer and increase the positive perception of their product and brand.
The unboxing experience is so much more than merely removing a product from a box, just ask thousands of YouTubers that have built successful unboxing channels with millions of views. Customers rely on a positive unboxing experience because it’s their first physical contact with your product and brand.
Providing your customers with a memorable and exciting unboxing experience makes them more likely to talk about your brand and recommend you to their social circles. Unboxing is like the excitement of a kid on Christmas morning who can’t wait to open their presents. This feeling is what you want to try and emulate with every box you ship from your warehouse to your customer’s doorstep.
Why is an Unboxing Experience Important?
Customers base their purchase decision on the images and descriptions featured on your website page. However, the first time they hold the package in their hands is like the first time they pick the product off of the shelf in a retail store. That moment needs to enforce their purchase decision and remove any purchase dissonance. If you fail to deliver a positive unboxing experience, you can expect your return rate to increase.
Creating a lasting impression with an unboxing experience requires a review of your current packaging strategy. Look at your packaging from your customer’s perspective and try to imagine what kind of emotions your customers feel when they receive your parcel. Does your packaging create anticipation; will they feel excitement as they open the box? Will they be thinking of your brand as they begin the unboxing experience?
Define each element of the unboxing experience and do everything you can to enhance every moment for your customer’s satisfaction.
Use the Unboxing Experience to Drive Referrals and Increase Social Proof
If you provide a “WOW” with your unboxing experience, you can expect your customers to feel the urge to tell their social circle. Part of the nature of being human is that we all want to share our positive life experiences with our friends and family.
Customers that are impressed with unboxing your products may Tweet it to their followers, or film the moment and post it on their Instagram feed. You can’t put a price on this kind of marketing; social proof is the strongest form of promotion. Anyone that views the videos or reads the Tweet will be inspired to experience it for themselves as well.
Use the unboxing experience to add value to your products and impress your customer. An excellent example of value-add packaging comes from the Paco Rabanne, 1 Million fragrance collection for men. The cologne comes in a gold-bar dispenser, laid in an attractive gold-colored box, featuring a free face cleaner formula, and skin moisturizer.
Upgrade Your Packaging for a Strong Unboxing Experience
What is your unboxing experience saying about your brand? Are you doing everything you can to improve this vital part of your customer’s purchase decision? Examine your current unboxing experience and discuss ways in which you can improve your delivery. Create a lasting impression that your customers will want to share with their social platforms and recommend to their friends.