Create An Unboxing Experience
The moment customers receive your products is one of the most essential interactions with your consumer, as any e-commerce brand knows. Consumers are often underwhelmed when their purchases arrive.
Why?
Because many brands do not consider the moment of delivery to be a special occasion. If you want to leave a lasting impression on your consumers, offer them something to be excited about! This is when a well-thought-out unpacking comes in handy.
In other words, this is 'unboxing,' the thrill of being surprised by a product's ingenious and appealing presentation. Unboxing has evolved from a seasonal pastime to an internet trend and has become a significant e-commerce marketing strategy in recent years.
Your packaging and presentation are vital ingredients in making a lasting impression on your customers.
Table Of Contents
What Is A Branded Unboxing Experience?
Customers get a branded unpacking experience when they open a package and discover more than just a product within. The unpacking is then videotaped and shared on social media. It's a fantastic chance to stand out and raise brand recognition.
The amount of time and effort a company puts into making an unpacking experience stand out from a standard delivery. This includes custom packaging and branded boxes, enticing inserts, and complimentary samples.
Unboxings are entertaining because they are performances. They are as much about the ritual as the merchandise, evoking the joyful experience of receiving gifts on birthdays or holidays. Your organization will gain a substantial competitive edge by integrating this method into its own packing and distribution.
Why The Unboxing Experience Is Important
Unboxing is easy to dismiss as an internet trend that has little to do with "real-world" buying. The emergence of e-commerce, on the other hand, has substantially altered customer expectations, with unpacking videos proving to be a craze that is here to stay.
It gives your clients no reason to remember you and buy from you again.
It's not only about getting beautiful Instagram photographs by putting effort into your fantastic unpacking experience, packaging, and product presentation; it's a comprehensive post-purchase marketing strategy.
Because the delivery is your brand's final interaction with a customer, you want to leave them with such a positive impression that they can't wait to buy from you again.
Great First Impression
In comparison to conventional retail, e-commerce offers considerably fewer touchpoints between your business and your client. As a result, shopping online may easily feel impersonal and clinical, so it's critical to make the most of the contact points you do have.
Customers' feelings about their purchase, and by extension, your brand, may be influenced at the point of delivery. Customer views are greatly influenced by a beautiful, well-presented package!
Increase Customer Loyalty
Long-term client connections are far more profitable than recruiting new customers from the beginning from an economic standpoint.
This is because brand loyalty is more than just a matter of whether a product or service is 'excellent.' In an increasingly competitive retail industry, there are a dozen brands making as 'excellent' a product as you.
Your consumers will return when you provide that extra 'wow factor' that sets you apart from the competition.
The unpacking experience is a more straightforward and effective retention technique. Why? Because it is based on feelings. It gives clients the impression that they are influential people whose opinions are respected. This type of customer empowerment is the key to persuading consumers to come again and again.
Related: Design Custom Branded Packaging
Potential To Go Viral
Let's be honest: putting together a fantastic unpacking experience may be costly. It might be difficult to justify the cost of a package that will only be seen by one individual or, at most, one household.
But what if your efforts had the potential to be viewed by an almost infinite number of people?
This possibility is quite real in the realm of social media. Unboxing and social media are the virtual bread and butter. On sites like YouTube, 'unboxing' has developed its own genre with a cult following.
Some channels that are dedicated to a certain topic generate large audiences, with millions of views.
It appeals to consumers' fundamental impulses, which businesses must appeal to to succeed. This makes it a very user-friendly approach to promoting your business.
A photograph or video of someone 'unboxing' your goods might help your company reach new customers that would otherwise be difficult to reach or find.
6 Tips For Better Unboxing Experience
So, what can you and your team do to replicate this brand's success?
1. Tell Your Brand Story
If you're not making the most of your brand's unpacking experience, you're missing out on a fantastic opportunity to express yourself.
Unboxing is about more than just making your things appear nice; it's also about telling a story about your company.
Your story is critical to effectively communicate why buyers should select you over competitors.
This is as much about emotion as it is about the features and benefits of your product or service.
Simply detailing your product's selling qualities isn't going to make you intriguing or exciting.
Your brand narrative is the response to the question, "Why should I care?".
The following are examples of an excellent brand story:
- How did your brand get its start?
- How is your brand evolving?
- What makes you different from competitors?
- What can you guarantee customers?
Improving your unpacking experience will go a long way toward helping you develop a compelling brand narrative.
You provide clients with actual confirmation of your ideals rather than simply words. Because you already have your customer's money, whatever further services you offer them come under the 'value-added' category.
It demonstrates that you cherish your clients and relationships with them, fostering trust and faith in your mission.
Related: Subscription Box Manufacturers
2. Create Custom Branded Boxes
You want it to be obvious who your items are from the moment they arrive on a customer's doorstep. While plain boxes are less expensive, you miss out on a fantastic opportunity to promote your business.
Many businesses' packaging is as much about them as it is about their consumers. Custom-branded boxes are frequently viewed as a benefit rather than a hindrance.
By placing information about your company and emblem on the package, you can offer your consumers even more security about who they're purchasing from. It’s vital to avoid making any mistakes with custom-branded boxes because they will give the impression that you don’t care enough about your customers.
Related: 5 Digital Printing Tips For E-Commerce Packaging
3. Use Unique Packaging Material
This might be utilized for both practical and aesthetic reasons. Filler is required to protect your items during shipment, particularly if they are fragile. It's also a fantastic branding opportunity to connect your narrative on the inside and outside of your product container.
Packaging material for regular orders might be as simple as kraft paper or something more exotic for premium items. You could select to have your items delivered in boxes that are completely one-of-a-kind.
You could consider using bamboo, which is environmentally friendly, recyclable, and sustainable. This material also has a distinct quality that many people recognize as unique.
Custom-branded boxes are an excellent way to communicate your company's beliefs.
4. Product Presentation
The aesthetics of the unpacking experience are determined by how the contents are organized within the box.
An unboxing's curated aesthetic is what makes it viral, so creating an arrangement that offers your consumers something to enjoy (and photograph) is the key to producing a lasting first impression.
Don't neglect to include detailed information about how your products work, who they are intended for, and what makes them different from similar items.
Consumers want to feel like they're getting their money's worth when making a purchase, so giving them the opportunity to access the full details of your product will give you an advantage.
Interactive content can be especially engaging for clients because it enables you to showcase your brand. You might even ask individuals who have bought or used your products in the past for testimonials! Offering consumers helpful advice is a great way of increasing engagement and trustworthiness around your brand.
Related: Digital Printing Tips For E-Commerce Packaging
5. Add Free Samples
This method is one of the most successful methods for building the all-important value-added perception. Simply said, we all enjoy getting free items, especially from firms we enjoy!
Some of the most significant details are the minor extras. Reciprocity is a strong inclination; therefore, it not only makes your consumer feel appreciated but also helps to reignite their enthusiasm for your business, which led to their first purchase.
6. Add A Personal Touch For Customers
Mass-produced retail experiences have become synonymous with online purchasing. In the current context, targeting portions of your unboxing experience directly at your client may feel much more personal and can go a long way toward building a relationship with your business.
It's easy to overlook the power of a handwritten letter or other personalized products to make your consumers feel unique. Because it's a transparent commitment of effort, including them in your packages is one of the finest ways to show how much you appreciate their business.
Furthermore, providing unique personalization possibilities is an excellent approach to making your clients' unwrapping experience seem more festive.
Although this time commitment is sometimes cited as a reason only small enterprises may participate in this activity, this need not be the case.
So-called "large" firms participating in such "little" commercial operations might build a strong reputation.
Including a free sample with your purchases sometimes costs you relatively nothing. And it's a great way to encourage customers to try a new product.
Next Establish Your Packaging Budget
There are two types of costs associated with new packaging.
- Visible costs: such as the upfront cost of design and the price of the packaging itself.
- Hidden costs include additional filler, breakage, and more.
Your budget should include the cost of Packaging Supplies and Shipping Boxes. If any packaging fillers are required, you need to account for them. You can also include a Contract Packager to help with fulfillment or assembly.
When you work with a business like Bennett, you may acquire Turnkey Solutions that help you save money.
A budget that addresses the economics of the whole process is required for a successful Retail Packaging campaign. You should consider your product's pricing, profit margin, expected sales, and the time your packaging will be in place.
Setting a budget for your packaging, or at the very least a range, ensures that the procedure does not become inefficient or aimless.
Volume purchasing
Due to the economies of scale, like with most printed items, you only get a fair deal when you buy in bulk. If you don't buy in bulk, each package will add an unnecessarily high cost to each shipping.
If you buy in bulk, you'll pay more upfront for not only manufacture but also storage, shipping between warehouses, and handling.
Digital allows you to do this with total freedom. The higher your product's retail price, the more you should consider spending on retail packaging.
Printing Options To Create An Unboxing Experience
Choosing a printing solution entails more than just considering the price. Technology has evolved throughout time, and although some previous approaches have proven beneficial, other technologies have provided new ways to assault the market.
Here are three printing options to consider:
High-Speed Digital Printing
The digital presses from Bennett are revolutionizing the bespoke retail packaging market.
While other firms may claim that Digital isn't competitive when it comes to huge orders, they fail to mention that Digital allows you to run a range of designs without having to pay for or wait for new printing plates.
In the business, digital has been developing, but only a few firms have begun to capitalize on this enormous opportunity.
Imagine creating regional messages, store-specific graphics, and seasonal or product variant sizes without incurring any additional expenditures.
We were the first company in North America to invest in a high-speed, single-pass, direct-to-corrugate, 6-color digital press. Check out our Digital page if you want to learn more.
Lithography
Lithographic printing is the most common choice for commercial printing demands. It's also ideal if you're producing a single design that will be printed repeatedly without any tweaking.
Two significant difficulties are the upfront fees for the printing plate and the project's lead time.
If you go with Litho, you're committing to a period of waiting and a percentage of your budget before receiving your first box.
This is the way to go if you need a large volume manufacturing run of a single design.
Flexography
Flexographic printing lowers printing costs, and tooling costs are usually cheaper as well. It has a quick turnaround time and can print with water- and oil-based inks.
Flexography, on the other hand, has a substantially worse printing quality than Lithography and Digital.
Smooth colors or gradients will have apparent banding, and it won't be able to make photo-quality photos.
Although the colors are not as brilliant or sharp as those of the other two alternatives, this printing format is less costly. It also doesn't require a great deal of attention to detail and may be manufactured quickly.
Related: 5 Design Tips For Mailer Boxes
Designing With Digital
Here are some design tips to create an effective Retail Packaging from the ground up:
Information Architecture
Clear and motivating messaging is required. What should your consumers know about your packaging as they walk past it? From across the shop, what can they see? Keep it short and sweet! Only the most crucial advantages should be listed here.
Retail Packaging Product Showcase
The goal of retail packaging is to present goods in an appealing manner to attract buyers. This might be anything as simple as die-cut glass that allows buyers to touch the goods or a concentration on high-resolution graphics on the outside.
Color Science
Color science plays a significant role in retail packaging. Each hue has the power to evoke a specific emotional response in the buyer, a fact well-known to designers. Why not leverage this on the shop floor? This is your opportunity to apply your knowledge and design something that truly embodies your brand.
Match Your Brand Colors
Most manufacturers claim to be able to match your brand's colors exactly, but they aren't qualified to do so. We have some of the top printing capabilities in North America, and we guarantee that we can match 100% of the time.
Related: 5 Design Tips For Subscription Boxes
Create A Custom Unboxing Experience With Bennett Packaging!
Bennett is a leading packaging and retail display firm that uses bespoke corrugated solutions to preserve and showcase our clients' products. When you work for us, you become a member of the family. We'll be there with you every step of the journey.
Thanks to our completely integrated design-to-delivery process, we may be your single supplier source. We're a multi-award-winning corrugate company that can make almost anything. From simple brown shipping boxes to complex, high-graphic printed point-of-purchase displays and everything in between, we have it all.
