The Psychology of Unboxing
Unboxing videos are another component of word-of-mouth marketing and a great way to increase brand awareness and showcase products. Customers want to create and share these videos, and consumers want to watch. Here are three reasons why retailers should make their products and packages "unboxing video-ready":
- The unboxing video trend is an extension of "show and tell" from our childhood. The container gives the first impression of its contents. A beautiful or unique package can build excitement for the items inside, and a gift box establishes the feeling of anticipation we experience when we're about to open a present.
- Unboxing builds "customer experience" — but not in the traditional sense. Consumers want an experience from online retailers similar to one they're getting from brick-and-mortar retailers. Brands cannot create a great customer experience online with the same tools they use in-store — e.g., displays, sales associates, music, lighting, etc. Instead, packaging is an excellent substitute for some of those other pieces.
- Unboxing videos drive customer loyalty. If a customer is willing to go on camera and then broadcast it to the world via YouTube, they see the brand as an extension of their online and offline persona. Retailers should create video-worthy boxes that encourage people to share their experience. After all, retaining customers and turning them into evangelists is more cost effective than acquiring new ones.
The online retailer's job used to end after delivery. Thanks to social media, that's no longer the case. The popularity of unboxing videos underlines the significance of packaging in e-commerce delivery. By implementing premium packaging, be it personalized, branded or gift-like, retailers can improve their chances of being featured in customers' unboxing videos and of enhancing the customer experience.
Maria Haggerty is CEO and one of the original founders of Dotcom Distribution, a premier provider of B2C and B2B fulfillment and distribution services. She received her Bachelor of Business Administration from University of Houston, C.T. Bauer College of Business with a concentration in Accounting. Maria plays an integral role in developing and defining all aspects of the business, including sales and marketing, operations, finance and IT. As CEO, she is responsible for providing strategic leadership, establishing long range goals, and developing strategies for the senior leadership team. Maria has developed the systemic and procedural infrastructure necessary to provide timely and accurate analysis of budgets, financial reports and financial trends in order to assist the Board, senior executives and clients in performing their responsibilities while achieving favorable results. She works closely with the leadership team to enhance, develop, and enforce procedures that will improve the overall operation and effectiveness of the corporation. During her tenure at the Dotcom, Maria has developed an environment of continual improvement by supporting the Senior Leadership Team and their department managers on continuous process, space labor, automation, and financial best practices. Prior to founding Dotcom, Maria was a CPA at Arthur Andersen and was later the CFO of GoodTimes Home Video where she helped grow the company’s distribution business. When Maria is not in the office, she enjoys traveling around the world and practicing her photography skills.