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5 MIN READ

More people than ever before are looking for memorable unboxing experiences when shopping. The need to provide an amazing customer experience doesn’t end at the checkout. A beautifully packaged and thoughtfully curated display for your products will delight customers, boosting marketing efforts, increasing customer loyalty and brand awareness. 

Packaging is no longer just for shipping purposes. 

Why is an unboxing experience important? 

For eCommerce businesses, you need to make the most of physical touchpoints when you can. So many of your interactions with online customers take place in the digital world until they receive their order. This is your chance to shine through well crafted, on-brand and memorable packaging! It’s especially important for new customers by making a lasting impression and making them want to shop with you again. 

Beautiful, branded packaging is a really understated part of your marketing and effectively helps with customer loyalty and retention, brand awareness, recommendations and social sharing (people love to take pictures and share with the world on social media!) It also contributes to the buying process and can influence buying decisions. 

So, if you’re wanting to get creative with your packaging, let’s have a look at some of the ways you can delight your customers with memorable unboxing experiences… 

Branded packaging options  

Is your current packaging branded? Is it creating memorable unboxing experiences for your customers? If not, you might want to rethink your approach. According to a survey by Dotcom Distribution, a third of shoppers find branded packaging impacts their perception of a retailer. 

The basics are really simple to implement and you may want to consider branded shipping boxes, branded tape and tissue paper for packaging. To create a more personalised shopping experience, include thank you notes addressing them directly, which will make them feel valued as a customer. 

 

Sustainable packaging 

With the rise of the eco-shopper, you’re going to want to consider more sustainable packaging. This means eliminating plastic waste where possible and opting for biodegradable materials, paper or card where you can. This is a great selling point too, and you have the flexibility to still make this your own with branded prints and designs. 

You can even look at creating packaging with repurposing in mind. Beautifully designed boxes are a good example of reusable packaging that the customer can repurpose as a gift or storage box. 

Recycling schemes are also a great idea. ASOS are rolling out reusable packaging this year, with a view to reaching 100% recycled materials in their plastic packaging by 2025. They also encourage customers to return packaging to them so they can recycle it.

Other things to keep in mind 

Investing in all this creative packaging sounds brilliant but for a lot of retailers, it comes down to their bottom line. That’s totally understandable – it can be quite a costly affair. However, if you do have the budget to make even the smallest steps to creating more memorable unboxing experiences, you’re bound to delight your customers. 

Tracking ROI on unboxing experiences is quite tricky, it’s not clear cut and there are many factors to consider. Think of other things to look at instead of tracking ROI and setting unmeasurable targets. Consider things like social media engagement, customer feedback and social mentions. 

Whilst lost in your creative pursuits, you also need to keep product safety at the fore. No matter how great your packaging looks, it still needs to do its job at getting the items to your customer in one piece. Neglecting suitable packaging can end with damaged products, higher returns and poor customer experience. Finding the balance between aesthetics and functionality here is key! 

Have you got any examples of how you create memorable unboxing experiences? Let us know in the comments! 

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Charlotte McKee
6th February 2020

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