3 Reasons for Creating ‘Unboxing-Worthy’ Packaging
Most consumers expect to receive e-commerce orders in a traditional brown box. However, this doesn’t mean that companies, especially emerging brands looking to grow, should skimp on packaging. Brands that go above and beyond will be remembered. Creating a memorable experience is one of the best things an emerging brand can do, and using the right packaging strategies can help accomplish that.
Premium packaging — i.e., packaging that's gift-like, branded or fancier than a typical brown box — is a great way for emerging brands to improve their reputation and exceed consumer expectations, causing them to think highly of the brand. This excitement motivates consumers to discuss the product on social media through images or unboxing videos (i.e., videos of themselves opening the package). When consumers share their experiences to their network of friends and family — and potential new customers — the brand responsible for creating that excitement benefits.
The Dotcom Distribution Packaging Report, which surveyed more than 500 consumers about their packaging expectations, found that premium packaging motivates shoppers to share their experience with the brand, and it also influences new customers. The study found that consumers who have watched unboxing videos online are more likely to make a purchase with the brand featured.
Here's a more in-depth look into why it’s important for emerging brands to create "unboxing-worthy" packaging that goes above and beyond traditional brown boxes:
Improve Your Image
One of the biggest struggles emerging brands face is building an image that encourages customers to make repeat purchases. Premium packaging can be an effective way for brands to create a memorable experience for customers. According to the Dotcom Packaging Report, 49 percent of online shoppers say that premium packaging gets them more excited about opening a package. When consumers experience something exciting, they’re likely to remember it.
Premium packaging also improves brand perception. Sixty-one percent of online shoppers say that branded, gift-like packaging makes the brand seem more upscale, and 38 percent of online shoppers think premium packaging is important for luxury goods. For emerging brands, appearing more upscale, expensive or exclusive can help to create a loyal customer base.
Encourage Social Sharing
Premium packaging also encourages shoppers to recommend the brand to others. According to Dotcom's report, 40 percent of online shoppers say branded packaging makes them more likely to recommend a product to friends. And of those who have shared an experience about a brand through images or unboxing videos online, 59 percent said they did so to show off the product.
Premium packaging that lends itself well to be photographed creates an opportunity for consumers to share something that's genuine and trusted by social media followers. For emerging brands, this word-of-mouth marketing is one of the best ways to attract new customers. When customers are motivated to discuss a brand with others without being prompted by the brand, it’s more effective as the conversations are genuine and organic, rather than forced and unwelcome.
Influence New Shoppers
Online shoppers are looking to social media to conduct research before making a purchase, and they’re paying close attention to what their friends and family are saying. The Dotcom study found that more than half of online shoppers have used social media to find a photo or video of a product they were thinking about buying. After watching an unboxing video, 55 percent of online shoppers said they felt intrigued, followed by 41 percent who felt excited. This is good news for emerging brands looking to grow through word-of-mouth. Unboxing videos shared on social media can generate the excitement needed to extend reach and gain new customers.
Social media posts about a brand actually encourage online shoppers to make a purchase. Sixty-one percent of online shoppers surveyed said they were convinced to buy a product after looking up images and videos on social media, making it even more important for brands to motivate happy and excited customers to share their experiences on social media.
In the age of Instagram, photo sharing is the norm and consumers are constantly sharing life experiences with their networks in a visual way. Retailers need to make their brand worthy of customer conversation on social media. By exceeding a shopper’s expectations with premium, gift-like packaging, emerging brands can create a memorable experience that customers will share with others and value as a loyal customer.
JD Woods is the chief marketing officer for Dotcom Distribution, an e-commerce fulfillment company specializing in packaging, logistics and fulfillment.
Related story: The Psychology of Unboxing