If there is something that we can all agree on, it’s that we love the excitement, anticipation, and curiosity we feel when we’re unwrapping gifts. Fortunately, this series of emotions don’t just happen during Christmas or birthday celebrations, it’s also there whenever we’re about to unbox our online orders. 

When it comes to online shopping, packaging matters not only to ensure that the product stays intact during shipping, but also as a way to increase your product’s perceived value. But how can memorable unboxing experiences actually impact your customers? Let’s unwrap the reasons why delivering memorable unboxing experiences is important for business.

What is the unboxing experience?

If you search #unboxing on Instagram, you will get around 2.9 million results of people sharing their ritual of documenting themselves opening up their purchases. As the name suggests, the unboxing experience is the act of opening up a package, as well as sharing the reactions and reviews. In many cases nowadays, these experiences are recorded on camera to be shared on social media. 

But an unboxing experience is so much more than that. When shared on social media, an unboxing experience builds excitement for both the customer and their audiences. If the customer gives a positive first impression from unwrapping your package, the unboxing content has the potential to build customer loyalty and acquire new ones.

Why does the unboxing experience matter?

The saying “Don’t judge a book by its cover” certainly doesn’t apply in the eCommerce industry. As previously mentioned, the unboxing experience can be an important way for a business to stand out because people are naturally drawn to a product that looks good. 

A study in 2013 found that attractive packages stimulate the reward system in the brain that is associated with impulsive buying tendencies. In short, product packaging is a strong selling point to turn into more revenue for your business. By providing thoughtful and unique packaging, customers will be encouraged to share their experiences online. It’s an effective way to encourage more user-generated content (UGC), which is equally important for your business. Not only UGC is a form of free promotion, but it’s also good feedback for your business.

A recent report shows that 86% of consumers think that authenticity is important when it comes to following and supporting brands, and 60% of consumers believe user-generated content is the most authentic form of content and does influence their purchase decisions. Also, let’s not forget the fact that most people, with an estimated 95% of consumers between the age of 18–34, read reviews online before shopping. So, UGC that comes from unboxing experience can certainly help potential customers shop from you with confidence.

Since the unboxing phenomenon has taken off and customers’ expectations have become higher than ever, brands have begun to create innovative ways to improve their customers’ unboxing experience. That being said, you may be looking for inspiration and thinking…

What are the examples of brands with great unboxing experience?

Having memorable and sharable product packaging that distinguishes you from the others will lead to an exceptional customer experience. If you’re looking for inspiration, here are some of our favorite examples of brands with memorable unboxing experiences.

Apple

With its iconic minimalist style, Apple is undoubtedly one of the tops when it comes to great packaging, as the brand takes its packaging very seriously. Although the packaging lies in its simplicity, minimalism is chosen not only for aesthetics but rather as a way to ensure customers focus on the brand. This is probably why iPhone unboxing videos make up some of the most viewed unboxing experiences online.

Glossier

US beauty brand Glossier knows a thing or two about differentiating their brand through packaging. When you purchase Glossier products and receive your package, the first thing you’ll notice the moment you open the box will be the brand’s iconic slogan ‘Skin First, Makeup Second, Smile Always’, before you get to see your purchase along with colorful stickers you can use to personalize your Glossier. This one is a good example of showcasing the story of your brand and what you guarantee to customers. No doubt the brand has a cult following of 2.6 million on Instagram because seeing Glossier unboxing content will make you think “I want that too!”.

We’re Not Really Strangers

We’re Not Really Strangers is a niche card game that is not only killing it on social media but also is in providing a great unboxing experience. The brand is known to use its elemental power of conversation to build community through its thought-provoking questions and quotes, even from the moment you unbox the game. 

How to Master the Unboxing Experience

There are a number of ways to make your branded packaging stand out, but these are the main elements that will help you execute an excellent unboxing experience. First, try to wow with quality packaging. As previously said, your product is most likely being judged by its packaging, so a well-designed packaging that is durable and reusable will sure be appealing.

Second, when packing orders for customers, try to add a personal touch. Statistics show that 79% of customers are willing to engage with offers that are personalized and catered to their interests. This personalization can come in the form of handwritten notes and helpful tips to use your products.

Last but not least, you can surprise your customers by including free samples and vouchers to be used on their next purchase. Doing this can help you build brand loyalty, as you give a chance to your customer to know about your other product, hence encouraging them to shop more from you.