How to Create a Stellar Unboxing Experience in Ecommerce
The only guaranteed interaction with your brand after purchase? The unboxing experience.
With each package that arrives at a customer’s doorstep, there’s an opportunity to leave a lasting impression and foster brand loyalty. Retailers that aren’t taking advantage of this pivotal moment may miss the chance to impact engagement.
Highly successful ecommerce brands like Glossier, Apple, and Dollar Shave Club have set high standards for the unboxing experience, using premium packaging and staying true to their brand identity with each delivery. These brands use the unboxing experience as a way to build loyal followings and expand their reach organically.
But, how easy is it to design an impactful unboxing? Without the right partner and strategy, the unboxing experience may fall short of customer expectations. But, not to worry! We’re breaking down how to ensure a stellar one.
What is an ‘unboxing experience’?
The ecommerce unboxing experience can be defined as how a customer feels the moment they open a package. This goes beyond simply receiving a product; it includes every touchpoint involved in unpacking the item, from the box design and packaging materials to the personalized elements and added inserts.
Unboxing is a powerful, tangible connection in the otherwise digital ecommerce world, where the physical touchpoint of opening a package becomes an immersive moment to reinforce brand identity. Plus, with the growing social media influence, the unboxing experience has become an essential way for brands to engage with their customers.
A thoughtful unboxing experience does more than deliver a product—it creates a moment of joy that customers remember long after they’ve unwrapped their item.
The power of an unboxing experience
Ecommerce fulfillment historically didn’t give brands the chance to interact with a customer the same way they would have if they were shopping in a retail store. Online shopping experiences were originally not very personal or branded, especially with the minimalistic Amazon approach being at the forefront.
However, ecommerce customer expectations for positive experience are higher than ever before (a whopping 81% of consumers need to trust a brand before they consider purchasing a product). This desire for elevated, trustworthy experiences has created a perfect storm for premium unboxing experiences.
The unboxing experience is directly related to the customer experience, offering brands the chance to make a positive impact on how their brand is perceived, going well beyond a brown box with a label slapped on it.
3 brands who got unboxing right
Apple
Apple has elevated unboxing to an art form. Fans anticipate the feel of Apple’s sleek, sturdy boxes and the carefully arranged components that give a sense of luxury and innovation. Each piece of packaging is meticulously designed to reinforce Apple’s brand values of simplicity, elegance, and cutting-edge technology.
Glossier
Similarly, Glossier has crafted a distinctive unboxing experience that resonates with its brand’s playful, minimalist aesthetic. Each Glossier package arrives in a branded pink bubble-wrap pouch, often accompanied by a sticker sheet and a personalized thank-you note. This attention to detail reinforces Glossier’s community-centric approach, ensuring their audience feels like valued members of an exclusive beauty community.
Dollar Shave Club
Dollar Shave Club emphasizes its brand personality with quirky copywriting, personalized messaging, and a practical but cleverly designed package. The subscription brand turns a routine purchase into an experience that feels personal and entertaining. The inclusion of lighthearted “Bathroom Minutes” booklets gives customers a reason to laugh and feel more connected to the brand, creating a memorable interaction every time they open a new box.
Why the unboxing experience matters in ecommerce
It’s all about how your customers feel.
Believe it or not, online shopping can foster an emotional connection. The unboxing experience is often the first physical interaction a customer has with an ecommerce brand. When it’s done well and customers feel like they’re getting added value, an unboxing experience can boost customer retention and elevate brand perception.
Better unboxing = more brand reach.
Nothing like a viral video to get more eyes on your brand. An impressive unboxing experience can inspire customers to share it on social media, expanding brand reach while providing authentic, free advertising for the brand. Plus, in a space that’s so highly saturated, unboxing has the power to set brands apart from their competitors while boosting customer loyalty.
Customers want value at every step of the journey.
Customers will shop where they feel valued. And the unboxing experience goes a long way! Even small things like thoughtful packaging inserts and branded tissue paper can create added value, making customers feel they received something extra beyond just a product.
4 Tips for creating a premium unboxing experience
Designing your own unboxing experience might sound like a stressful undertaking, but it doesn’t have to be. It just requires strategic planning and a partner who can execute.
Branded packaging
Invest in custom packaging that reflects your brand’s colors, logo, and aesthetics. From custom boxes to branded packing tape that mirrors your brand’s look and feel, interesting packaging can make a huge difference. Work with your third-party logistics (3PL) partner to implement standard packing procedures that ensure each package reflects your brand story.
Include marketing inserts
Thoughtfully crafted inserts like thank-you notes, branded stickers, discount codes, or information about new products can make customers feel valued and encourage them to return. Something as simple as a QR code with your brand logo and links to your social media profiles can encourage customers to engage with your brand post-purchase.
Pro tip: A handwritten thank-you note or a custom greeting with the customer’s name can make the unboxing experience feel even more personalized and thoughtful.
Offer free product samples and kitting/bundling
Offering free samples or small gifts creates an element of surprise and enhances the perceived value of the package. Similarly, the option to kit or bundle products allows businesses to configure existing products into entirely new and exciting offerings for consumers. Consider partnering with a 3PL that has the technology to manage kitting and bundling, allowing you to seamlessly add samples or gifts to each order.
Use sustainable packaging
Many consumers today are eco-conscious and appreciate when brands engage in environmentally friendly practices. Consider using recycled or biodegradable packaging materials to enhance your unboxing experience further. A 3PL partner can help source sustainable materials, reducing your footprint and demonstrating your commitment to sustainability.
Leverage ShippingTree for a elevated unboxing
Collaborating with a third-party logistics (3PL) partner like ShippingTree can streamline the unboxing process and ensure consistency.
- Standardized procedures (SOPs): ShippingTree implements SOPs for branding elements such as custom packaging, marketing inserts, and samples. This ensures that all warehouse associates can assemble and package orders with precision and consistency.
- Kitting and bundling capabilities: From simple replenishment subscriptions to VIP gift boxes, ShippingTree’s advanced technology enables hassle-free kitting and bundling to surprise and delight your customers without fail.
- Sourcing of packaging materials: Leveraging our network of suppliers, ShippingTree can source premium packaging materials that align with your business needs. Our packaging design process is collaborative to strike the right balance between functionality and aesthetics.
ShippingTree knows just how important fulfillment is, from the time an order is placed to a memorable unboxing experience. Powered by intuitive technology and operational expertise, ShippingTree enables you to spend less time thinking about your fulfillment and more time growing your business. Chat with one of our experts today.
