If a brand wants to stand out from its competitors, deliver an impactful customer experience and create a long-lasting impression, the best way to do it is through packaging.
And it's not just customers who love a good unboxing experience; we’re hooked on unboxing videos.
Why are we obsessed with unboxing videos?
According to Psychology and Marketing, a study found that, “attractive packaging stimulates the reward-seeking areas of the brain that are associated with impulse purchasing.”
It’s also thought that people love unboxing videos because they’re, “an extension of "show and tell" from our childhood.” They also suggest that unboxing, “builds customer experience, but not in the traditional sense” (TotalRetail).
When we shop online, we want a similar tangible experience to that of a physical shop. From the music to displays, a brick and mortar store tells a customer everything they need to know about the brand.
It’s difficult for a brand to deliver physical experience through a website, but can be done through high-quality, branded packaging.
These videos drive customer loyalty - if someone is willing to purchase a company’s product and film themselves unboxing it, they’re telling their viewers the product is worth the money. And it makes sense 81% of people research goods online before they buy - that unboxing video might help them make that all important decision
For retailers and eCommerce brands that specialise in luxury goods, you need Instagram and TikTok worthy packaging that will make people want to share their shopping experience.
How to create a killer unboxing experience for your brand
Use branded boxes
A simple, brown cardboard box simply won’t cut the mustard anymore. If retailers and ecommerce businesses want to stand out from the crowd, they need branded boxes that are instantly recognisable.
This will ensure brand consistency from the moment the item has been purchased through to it being delivered and opened.
Choosing the right sized packaging for the product
When it comes to product packaging, size really does matter. If the box is too big or too small, it’s an unboxing nightmare waiting to happen.
For companies with a range of products in different sizes, or businesses that offer deals where people can order multiple products, they should think about the size of the boxes they need.
It isn’t always sustainable or cost-effective to get several different size boxes - especially when using two or three boxes with void cushioning will do the job. From branded tissue paper or coloured paper based voidfill to biodegradable inflated air pillows, void cushioning will keep products safe and make a long lasting impression of a brand.
Think about your packaging design from start to finish
Packaging plays a really important part in marketing a product. When retailers put thought into the design of their packaging, they’re demonstrating that they want to deliver a premium experience.
Consumers prefer gift style packaging - a survey by Dotcom Distribution revealed that 45% of customers think ‘gift-like’ packaging makes a brand appear more ‘upscale’.
One brand who does this really well is a high-end British luxury fashion brand, Fairfax and Favor. The premium retailers are renowned for their premium packaging and excellent customer service. Their exceptional packaging has created brilliant impressions, with packaging getting its very own reviews online.
The outer box is plain on the outside, and customers get a glimpse of Fairfax and Favor’s unmistakable branding when they open the tearstrip revealing their iconic #blueboxdelivery messaging.
To make the most of the #unboxing phenomenon, Fairfax and Favor crafted a #blueboxdelivery hashtag, which offers an abundance of user generated content for them to share, and builds on brand awareness and authority.
The deep navy blue box and gold foil box contains QR codes that their customers can scan to access even more content online. Their products are packaged in beautiful dust bags, and they offer a brown kraft paper with a luxury printed ribbon and sealed with a wax stamp for gift wrap. Perfectly classic and premium.