In current times, every brand is testing newer ways to cater to its audience. It is not so much about the product quality, which is more or less the same across industries at the moment, but about how a brand comes out as unique.
Product packaging wasn’t as big a deal until unboxing videos became viral. Brands took this opportunity to use packaging as a marketing tool to appeal to a wider audience. Creating memorable unboxing experiences has been on the roll for a while now. What started as a mere trend now requires the brand to build an emotional connection. It creates a huge impact on how consumers think of the brand, whether they are likely to repurchase the product, or whether the brand will be able to improve its sales.
What a brand needs in this journey is high-quality, durable custom packaging boxes. Not only do these ensure a memorable unboxing experience, but they also protect the product throughout its shipping journey.
This blog post talks about how memorable unboxing experiences are created and why it matters in retail store packaging.
The Theory of First Impressions
Even before the consumer gets to the product, its packaging is the first thing they interact with. Of course, it has to be appealing, and it is going to decide what the consumer will think of your brand. It is not just the design of the packaging but also the level of protection it provides. No one wants to go through the lengthy process of placing returns or replacements, right? What we learn from this is that packaging works as an important marketing tool for the brand. It acts like an identity, laying the foundation of trust, before the customer reaches the product.
Today, packaging is how brands make sales. It holds the power to influence consumers to keep returning to your brand. Whether a retailer is providing luxury packaging or simple, sustainable packaging, it shows how they offer value and build a connection with their customers.
The Growth of the Unboxing Culture
All of us are aware of the latest pop culture trend. This has been possible because of the existence of different social media platforms. From the time when retailers started doing something innovative with their packaging, not only consumers but influencers too began sharing their unboxing experiences.
These videos showed their excitement and happiness upon receiving a new product. It became a way through which brands achieved exposure, and the videos served as genuine testimonials. Over time, the unboxing experience has become a powerful tool for retailers, more than something created for customers’ happiness.
It has grown as a new form of word-of-mouth marketing, where customer engagement provides better brand visibility. It boosts brand confidence and zeal to search for innovative ways to surprise their audience. The secret to building a loyal, trustworthy relationship with one’s customers is by providing a memorable unboxing experience.
Elements to Form a Memorable Unboxing Experience
1. Thoughtful Packaging Design
When a product is made and marketed, it is aimed at serving a certain audience category. The packaging should directly reflect the brand’s identity, whether it is through using brand colours, typography or materials. Consider what your brand stands for. For example, the packaging design for a luxury brand must provide a premium feel. Similarly, for an eco-friendly brand, the packaging design should be made of environmentally friendly materials. With all these elements in sync, the design must highlight the brand message and induce emotions.
Another aspect is that your packaging should not only be visually appealing but also be practical. For example, your packaging is unique, the design is appealing, but it takes more than a few minutes to open the box. Will consumers like it? No, right? The short duration in which the consumer will shoot the unboxing will be focused on how they opened the box. If it is time-consuming, it is a big downer and definitely a first impression that won’t last. By using simple flaps with the product neatly placed inside and easy-to-understand labelling, brands can create an easy, uncomplicated unboxing moment.
2. Personalization
Does finding a handwritten note and a short message make you happy when receiving a parcel? These are tactics brands use to build a personal connection with their customers. Monotonous marketing has now become outdated. Consumers like surprises, and they like it when appreciated.
Personalization can also be applied to branded elements. This includes monogrammed items, exclusive discounts, or messages that reflect the customer’s journey. These are some thoughtful ideas that can improve customer experience and make the unboxing memorable.
3. Surprise Elements
Who does not like surprises? Adding surprise elements means giving out freebies or discount coupons etc. Receiving these surprises is a source of enjoyment for the customer. It influences them to share their experience with others. Such elements not only add value to the purchase but also help create a memorable experience for the customer, linking it to the brand.
Many brands use this element of surprise to build emotional connections with their audience. Whether it is a gift of appreciation for the purchase they made or just an unexpected gesture, these things bring joy. It makes your customer happy. Moreover, it is about what new can be done. When these surprises really touch the consumer, they become eager to share their experience with others.
4. Functional and Protective Packaging
Not everything revolves around the design; the packaging must also be practical and durable. When a consumer orders a product, they anticipate receiving it. Will they have a memorable experience if, upon unboxing, they find the product was crushed or damaged?
Retail brands today can customize their packaging to make sure their products reach their customers safely. This includes designing the packaging according to the product length and width and adding safety features like inserts (for luxury items or fragile products). Quality assurance is important, and it significantly impacts the consumer’s mind.
5. Being Consistent on Touchpoints
Customers like it simple. When a brand is offering a remarkable unboxing experience, but the same is not reflected in their website, social media accounts, advertisements or customer service, the connection is lost. Consumers would not be able to make sense of anything.
When you have the same message, colours, and logo placement across platforms, it builds continuity. Customers will think of your brand as reliable. When brands work upon these touchpoints and maintain consistency, they provide a hassle-free shopping experience to their consumers.
Conclusion
Creating a memorable unboxing experience means more than delivering happiness. It creates brand reliability, helping your customers trust you and become your loyal patrons. By creating unique packaging with surprise elements, brands can reach out to their audience at a more personal level. Your consumer will feel valued and appreciated, like your brand is listening to them and fulfilling their wishes. Unboxing experiences today are a potential word-of-mouth marketing tool, where a customer’s positive experience can influence others to try a brand’s products or services.
As a leading manufacturer of custom corrugated packaging solutions, Shipmaster Containers Limited offer retail brands unique packaging that can help create memorable unboxing experiences. Our curated range of services includes:
- Custom die-cut designs
- Retail-ready packaging
- Sustainable materials for eco-friendly packaging
Our team of extremely talented creative designers works closely with retail brands to understand what they are looking for. From studying the brand to mirroring the same into the packaging design, we make sure the boxes are built to create a positive, strong impact on the audience.