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Want A Memorable Unboxing Experience? Here’s What Top Brands Do to Delight Their Customers

calendar 2021-09-14 | glass 9 min read | user Ricky Hayes
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"Never judge a book by its cover.”

This saying doesn’t apply in the eCommerce world!

Because customers judge the cover… the packaging of your products. And if the packaging is good, they fall heads over heels in love with it. As I did… when I unboxed a product I bought online.

It was a splendid Purple Oud Set by Dior. I know what comes inside those sleek and luxurious Dior bottles. But what’s more inspiring was the way they packaged and delivered it to me.

(Source) P.S.: NOT AN ACTUAL PHOTO 

That's why the Unboxing experience matters...

Dior is a brand that truly knows how to design the perfect unboxing experience for its customers. Not only Dior, but many other top brands also take their product packaging seriously.

You're probably wondering...

Why do brands put so much effort into designing the perfect unboxing experience?

That’s because...

Beautifully packaged products open the gate to FREE marketing! People take pictures of their unique packages and share them with the world on social media.

But what goes into creating the perfect unboxing experience for online shoppers? 

Is this only about colorful ribbons and creative boxes? 🎁

Join me in finding out. In this post, I'll show you how to do all of this and more. We will also see how top brands make unboxing a memorable experience for their customers. And how you can do it for your brand.

First, let's go over the basics.

Product Packaging Explained

Product packaging refers to all the activities a seller performs to create an exterior of a product. That includes choices in graphics, colors, selection of containers, materials, and more.

In a non-formal definition, it's a sensual experience that also tells a story.

Yes, it also tells a story. Because it involves sight, touch, and even smell.

These details help customers know what the packaged product is for. How can they use it? And who should use it?

Many sellers use branded packaging to help users foresee what they’re about to experience.

Looking for inspiration? Here we go...

A German creative agency, Thjnk came up with this amazing packaging idea for Görtz shoes.

They extended shoelaces to make them look like handles.

(Source)

Doesn't this product look adorable?

Scholz & friends also outdid itself by wrapping Nike shoes in the air. Not only customers can see the product before unboxing. But the idea itself looks pretty clever.

(Source)

Now, imagine receiving and unboxing one of these products.

I know exactly how you will feel. 😊

So, you see, creative product packaging uplifts your buyer's unboxing experiences.

Still not convinced? Read on...

Unboxing Experience: Why Does It Matter?

If you ordered something online, which would make you feel more special...

... a product that arrives in an ordinary cardboard box?

... or with customized packaging?  

If you'll ask me, I definitely prefer the latter. Even if the product inside is the same.

And it is not me who’s saying this. A 2013 research also revealed that attractive packaging triggers impulse buying.

Wondering what great packaging can do for your brand?

Let's get right into it...

Go Viral with Unboxing Videos

Customers happy with their unboxing experiences are likely to share them through unboxing videos.

We all know user-generated content (UGC) spreads fast like fire. And it creates brand awareness like no other channel.

With millions of unboxing videos on YT, unboxing has become its own niche. This makes it a perfect way to share your brand with your potential audience.

Let's move on to point number two.

Helps You Tell Your Brand Story

Creating unboxing experiences is a lot more than making your products look good. In fact, it is more about carving your brand narrative.

What does brand narrative mean?

The brand narrative is the story you tell about your company to customers about:

  • Your mission and vision;
  • Your unique selling proposition (USP);
  • What you offer to your customers.

You can use unboxing to make ideas into tangible proof, just like you do with your content.  

Aside from that, it also...

Gives You An Edge Over Your Competitors

So what if you have an excellent product? Thousands of other sellers also have similar products.

What I mean to say is you’re working in a competitive retail market. Only having a unique product isn’t enough to capture your buyer’s attention.

If you want to stand out, give them a unique, unboxing experience.

Create that WOW factor that will keep your customers coming back for more.

Let me back up my claim with some stats:  

Unboxing Experience Statistics

Did you know that:

  • Over 54% of online buyers watch unboxing videos on social channels
  • Over 40% of buyers say they’re likely to share their unboxing experiences if the product comes in branded packaging
  • Over 61% of online customers think a brand looks more premium if it uses branded packaging
  • According to 44% of customers, branded packaging reinforces the product is worth the price

(Source)

Okay, so branded packaging can turn any ordinary product into extraordinary. But what about the cost?

For brands like Apple and H&M, it's not an issue to deliver their products in exclusive packaging. But what if you’re a startup with a limited budget?

Don't worry! I'll share with you different packaging types you can use to control cost.

Let's get started.

Product Packaging Types

There are many ways you can prepare your product for safe and sound delivery. For example, you can use:

A Variety of Corrugated Boxes

Sounds too conventional?

They are. But corrugated cartons are sturdy and inexpensive.

And the best part is that it's recyclable.

You really can’t go wrong with these boxes. Especially if you have a customer base looking to reduce their carbon footprint.

Here are some samples of it:

A Variety of Corrugated Boxes

(Source)

Here's another type you may try:

Padded Mailers

Selling something fragile? Then go for padded mailers. This will ensure your products are safe and protected during shipping.

You can also include a bubble-wrap lining inside for extra protection.

Padded Mailers

(Source)

Let's now go to option number three.

Cloth Bags and Envelopes

If your products are small, you can use cloth bags and envelopes. They are easy to use. Also, they’re self-sealing.

What I loved most about them is that they're highly customizable.

Cloth Bags and Envelopes

(Source)

And just like that, we're off to the last packaging type.

Bespoke Packaging

Bespoke packaging is a great way to showcase your brand personality

You can experiment with different colors, slips, wraps, and more.

For example, Jenis delivers its ice cream in these popping red branded cartons.

I know their ice creams are delicious. But their packaging is also one of its kind. 👌

Bespoke Packaging

(Source)

Now, that we've discussed all the packaging types. It's time to know how much it costs.

What Is The Cost?

While branded packaging adds value to your customer's unboxing experiences, it is expensive.

Printed corrugated boxes can cost you anywhere between $5-$30. Whereas bespoke mailers can cost between $2-$3.

The decision to choose custom packaging depends on your average profit margins. Also, consider your business's average order size.

A little research and creativity can go a long way. Some suppliers offer custom boxes and mailers with no minimum order requirement. That means you can order as little as 10-20 boxes if your average order size is small.

If printing is not an option at the moment, you can opt for stickers. 

Pro tip: Do not choose options that add to the weight of the final packaging. The lesser the weight, the better. 

Wondering how your favorite brands design perfect unboxing experiences to attract customers?

Best Unboxing Experiences 2021: What Top Brands Do To Delight Their Customers? 

L'Occitane 

Popular French beauty brand L’Occitane is known for its creative branded packaging.

They use plain brown boxes to pack their products. But the real magic begins when customers open those boxes. There, they will find a vibrant yellow and white print with a thank you note.

Their unboxing approach is unique and classy. Simply spectacular!

L'Occitane 

Portrait Eyewear

Another good sustainable packaging example can be Portrait Eyewear. The Italian brand delivers its products in an odd-shaped cardboard box. 

Interestingly, these boxes are recyclable and do not need glue to hold their shape. 

Impressive!

Portrait Eyewear

Thelma’s Treats

Thelma’s Treats promises to deliver love sandwiched between two cookies. But this is not the only thing they deliver.

You will receive your delivery in a beautiful brown cardboard box with stoves printed on the top.

The creative agency behind the brand knows how to turn a box into marketing magic.

If they can do it, you can do it too.

Thelma’s Treats

Time to brainstorm some unique unboxing ideas to make your unboxing experience worthwhile. 

Unboxing Ideas To Make Your Customers' Unboxing Experience Worth Remembering - Pack Like A PRO!

Your Shipping Container Should Align Well With Your Brand Values

The packaging you choose should be in line with your product type.

If you have an eco-friendly product, you can choose a box that is recyclable and biodegradable.

Don't waste your money on cartons if your product size is small. Mailers, envelopes, or cotton bags will work just fine.

Breathe Life Into Packaging With Custom-Printed Tissue Papers

Tissue papers are a great way to add a personalized touch to your packaging. You can wrap your products in custom tissue paper.

They look cute, but they do more than that.

Creating unboxing experiences is like telling your brand story. And custom tissue papers will add a creative ending to their conclusion.

Check out Packlane’s official page. They have a vast collection of custom tissue papers.

Breathe Life Into Packaging With Custom-Printed Tissue Papers

(Source)

Add Unique Fillers To Make Your Product Shine

Fillers are a great way to add personality to your packaging. You don’t have to stick to that old-school bubble wrap anymore.

You can find a vast variety of fillers from online suppliers. Check out these sustainable void-fill packaging available on Packlane.

Add Unique Fillers To Make Your Product Shine

(Source)

Seal With Branded Stickers

Looking to add a personalized touch to your packaging without breaking your bank?

Custom stickers are your answer...

https://lh5.googleusercontent.com/QgXFKpVjQgwUOzPDTIIP5PjNHTcZZkp4CA9bgjYl5G8hDE_OzvkjDzHZ-GyaGZElRbq-S8wY-N8RjPdVLNwzOXVP2VYOCVgT13Gd3ejiNyxuotv84gAPMxBj_MDRi-jji1WUi-k=s0?view=open

Insert Promotional or Educational Material

Another unboxing idea is to insert promotional material in your packaging.

Include your business card or promo pamphlets to let your customers know what your products are all about.

If you offer a technical product, you can also consider adding manuals inside a package.

Take Your Personalization To The Next Level By Adding A Hand-Written Note

Hand-written notes are a fool-proof way to show your customers you care.

Scribeless delight its customers with hand-written notes. This is their secret sauce to success.

Take Your Personalization To The Next Level By Adding A Hand-Written Note

(Source)

Spice Up Your Deal With A Sample or A Gift

Who doesn’t like freebies? We all do.

Surprise your customers by adding a gift or sample inside.

Pro tip: choose a gift that relates to your customer’s recent purchase. If they have ordered shoes, you can include a matching scrunchie or a piece of custom jewelry.

Branded Packaging Equates to Greater Success...

There are many ways you can customize unboxing experiences to wow your customers. 

Branded packaging sounds like an expensive idea. But with little creativity and thoughtfulness, you can offer your customers premium unboxing experiences, that too without breaking your wallet. 

I have given you enough ideas. The ball is in your court now… ⚽

How Can Debutify Help?

What you sell can have a massive impact on your creativity. This goes without saying that it also affects your unboxing experiences. 

Starting out and not sure what product to sell?

Try Debutify's Product Research tool. It is research-based, strategic, and result-oriented. 

Watch this video to know more about how Debutify's Product Research tool works.

Use Debutify's Product Research Tool To Gain An Edge Over Your Competitors.

Find The Best Products. Get Creative. Go Popular!

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Written by

Ricky Hayes

Ricky Hayes is the Co-Founder and Head of Marketing at Debutify - free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies and mentoring programs.

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