The Unboxing Experience Matters
The moment your package arrives on a customer’s doorstep, the unboxing experience begins. This is quite possibly the first tangible interaction a customer has had with your brand, giving you one–yes, one–shot at a first impression. It’s time to capture the moment, for more than a few reasons.
Today’s fast-paced, omnichannel, e-commerce driven world has made the unboxing experience a key point of emphasis for marketers, brand stewards, and business owners alike. It’s significant not only because it can impress customers and drive repeat business through customer loyalty, but also because it gives your brand a shot at further amplification on social media.
We think that’s worth spending some time investigating, so here at Atlas Packaging we’ve put together a comprehensive guide covering the unboxing experience, and how various forms of e-commerce and custom packaging can be used as a branding exercise that boosts loyalty and encourages repeat purchases for years to come.
Let’s dive into the world of unboxing experiences, starting with e-commerce packaging.
E-Commerce Packaging and the Unboxing Experience
There are several significant differences between e-commerce packaging and in-store, retail packaging. Let’s take a moment to go over the key distinctions. Knowing these will help you understand how you can capitalize on your unboxing experience for e-commerce packaging.
1. The Box Outside the Box
For our purposes here, we’d like you to quite literally think outside the box–which is often conveniently packaged in another box. E-commerce packaging allows your brand, whether it be a subscription box, direct-to-consumer (DTC) product, or anything in between, to take advantage of multiple layers of packaging. This allows you to create a truly unique reveal effect that begins with the shipping box itself.
We’ll talk more about how to create a memorable unboxing experience with branded packaging materials below.
2. Protective Packaging and Durability
E-commerce packaging needs to do multiple things at once. Yes, it needs to be well-branded to provide a great unboxing experience, but equally as important, it needs to protect your product so it can be displayed and received exactly as intended. Focus on durability, using secure materials like corrugated cardboard, protective fillers, and inserts to prevent movement and damage during the shipping process.
3. Personalization and Customization
A memorable unboxing experience can include plenty of customization. Thank you notes, custom inserts, discount codes, QR codes to create a connected experience, and sample products can all help your brand stand out. Don’t overlook building that personal connection with your customers.
Next, let’s take a look at the elements of successful packaging and branding, followed by compelling examples from some of the world’s top unboxing experiences.
The Elements of an Effective Unboxing Experience
Remember, you want to go beyond delivering a product here. The goal is to craft a memorable journey for your customers, from the moment their package arrives in the mail. Here are some of the packaging elements you should consider if you want to transform a typical package into a memorable unboxing experience.
Branded Packaging from the Beginning
You want to make sure your packaging is identifiable from the outset. In a recent study, 61% of shoppers said they are more excited if their product arrives in branded packaging, be it with branded colors, custom tape, your logo, or custom messaging.
Thoughtful packaging makes each layer of the unboxing experience feel intentional, adding a touch of professionalism and a wow-factor for your customers. A company like Bespoke Post serves as an excellent example of successful subscription box packaging.
Unboxing Experience Example: AUR Body
Take a look at how the health and beauty brand AUR Body created a two-color box on the exterior of its packaging featuring custom branding. Upon opening the box, customers are greeted with a new splash of color, including fun icons that immediately present the end consumer with a spark of joy.
Creative Packaging Inserts
As we mentioned above, protective packaging ensures that your unboxing experience is predictable and consistent, so don’t overlook the durability of your packaging. Fillers like crinkle-cut paper or tissue paper should be presentable and add value to your presentation, so don’t skimp on the finer details. Your inserts can either work to make your unboxing experience a hassle, or they can build a sense of anticipation. The end result is in the details.
Unboxing Experience Example: Dazey
Crinkle-cut paper is a great way to secure your products, just take a look at how the health and wellness brand Dazey has added filler into their packaging. It’s friendly, inviting, and easy to navigate for the end consumer.
A Durable Unboxing Experience Example: Dr. Brandt
For a more secure approach, custom-cut inserts make sure everything is held together firmly. Skincare brand Dr. Brandt nailed their inserts here, ensuring that all labels are displayed properly upon the initial unboxing of their product.
Ease of Opening
If you’ve ever opened a plastic-wrapped package of scissors where the packaging itself needed a pair of scissors to get through, you know the frustration of having a difficult-to-open package.
Your unboxing experience should not challenge your customer. You want your package to be relatively simple to open, so avoid excessive tapes and bubble wrap when possible to ensure excitement doesn’t turn into frustration.
Unboxing Experience Example: Bubbsi
Infant skincare and bath product brand Bubbsi uses branded ribbons to secure its products, ensuring an easy and straightforward unboxing process with one simple pull.
Leveraging Your Packaging to Communicate With Your Customers
Don’t miss out on an opportunity to deepen your connection with your customers. Here are a few of the top messaging ideas for brands looking to go the extra mile.
Relevant Product Information
For products that require a little bit of explanation, whether it be where you source your product or how to use it, custom inserts can be used for transparency and clarification. AG1, for example, includes an insert explaining how to use their canister to mix their product.
Sustainable Packaging and Company Values
With 72% of Americans preferring products made with recyclable or reusable packaging, this can also be an opportunity for your brand to share an alignment of values with its customers. Trash Panda Disc Golf does a great job of this, making it clear from the outset that their brand is committed to growing sustainably through carbon-neutral shipments and 100% recycled packaging.
Inviting Social Sharing
Adding branded hashtags and slogans to your packaging is another way to stand out, especially if your hashtag already receives some social media love. Encouraging your customers to share their unboxing experiences on social media can be a great way to reach a new audience, whether it be in the form of photos or videos shared online. This kind of user-generated content (UGC) is a modern form of customer reviews and testimonials that can help you build brand trust in new spaces.
Surprise and Delight
Last but not least, using your packaging to add extra surprises is a great way to capitalize on your unboxing experience. One of the best ways you can delight your customers with e-commerce packaging (and encourage new orders) is to include a discount code on future orders. Take a look at how the DTC supplement brand Feals entices repeat business with its packaging.
Transforming Packaging Into an Unforgettable Unboxing Experience
A thoughtful unboxing experience is powerful. It not only ensures quality and consistency, it builds a memorable moment that sticks with customers long after they’ve unwrapped and begun using your product. By incorporating branded elements and communicating effectively, you can transform your product’s arrival into a moment of connection and loyalty.
Start building these unforgettable experiences with Atlas Packaging’s custom solutions, designed to turn every package into a customer for life. Contact our dedicated team of packaging experts today.