In a world defined by virtual and digital interactions, positive, tactile experiences are a delight to the senses. This is why improving the “unboxing experience” for packaged products is growing in importance among product marketers.
The “unboxing experience” is how buyers feel when they first open the package and engage with its contents. This experience might be dull as dirt (like taking a pair of shoes out of a cardboard box in a shoe store) or, like opening the box for a new Apple iPhone, it can be a multisensory extravaganza.
Whether you are selling online or in a brick-and-mortar environment, a great unboxing experience increases brand satisfaction, boosts brand engagement, and is something that your customers remember and look forward to in their next order. But how, exactly, do you create one?
Try one of these proven ways—or all three!
1. Brand it.
Companies with the best unboxing experiences create custom branded packaging. This is packaging that is unique to you and includes your company name, logo, and any other graphics or text you want to include. It’s not just “any” box. It’s your box, and everything about it reflects your brand. According to a study by Dotcom Distribution, 40% of online shoppers would share an image of their purchase on social media if it came in branded packaging.
2. Go premium.
Use premium materials to create a sense of luxury. One company that does this extremely well is Apple. All Apple products are delivered in minimalist white boxes with shimmering metallic letters. Boxes are made of premium materials with a soft-touch coating and fit the products like a tailored suit. Unboxing is truly a delightful sensory experience that makes people feel they’ve just done something special.
3. Get creative with inserts.
Don’t just send the product. Include inserts that delight, as well. Examples include personalized thank-you cards or fun product-related information. One organic goat-milk soap company, for example, includes a card with each bar of soap with a picture and the names of the goats from which the milk was taken. “Your soap was hand-crafted from the milk of Daisy, Lina, and Ana. They say, ‘Thank you!’”
Think of unboxing as being like the product’s grand entrance at a royal event. The more excitement generated around it, the more special the product—and by extension, your company—is perceived to be. If you’re going to make an entrance, make it memorable in the best possible way.
ENHANCED PACKAGING AND THE “UNBOXING EXPERIENCE”
Source: US Vertical Vision Study: Vertical Industry Views from a Socially Distanced Perch; Keypoint Intelligence 2020
Tags: Blog, branding, delight, marketing, packaging
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