Unboxing — when shoppers document and share themselves unwrapping packages (in a way that maximizes anticipation and also provides a critique of product presentation) — can boost your brand recognition and word-of-mouth marketing on social media. According to Google, YouTube hosted 1.3 million unboxing videos with 10.3 billion collective views in 2014 – with 62% of users watching unboxing videos as product research. For all those reasons, you need to treat the delivery of an order as more than just the completion of a transaction.
What can you do to enhance the unboxing experience for your customers? Premium packaging (i.e. custom or stylized packaging that is exclusive to your brand) can play a large role in customer satisfaction and brand perception. When done right, your packaging can create a memorable, positive experience for customers - increasing the likelihood that the product will be unboxed, rather than merely opened.
To get there, design your entire package with the unboxing experience in mind. Things like personalized notes, branded dunnage, interactive packaging inserts and other unique features all go toward creating a package worthy of unboxing. You can also include calls-to-action in your packaging such as social media instructions (“follow us at…”), post recommendations (“take a picture and tell us how excited you are to start using this product”), and hashtag suggestions. If you can design a great unboxing experience for your customers, they’ll be more likely to share your products with friends and followers.