Unboxing the benefits of branded, personalized packaging
The following is a guest post from Harrison Dromgoole, Content Creation at Ordoro
There's something satisfying about unboxing and unwrapping products. Whether it's a gift, or a product bought to treat yourself, unboxing a package is part of the customer experience that both engages and brands a brand into the customer's head. Much of that experience relies on product packaging.
Unboxing the appeal
Have you seen those YouTube videos of people ‘unboxing’ packages? Sure, they’re almost 100% sponsored, but people actually enjoy watching others unbox products for some odd reason. Google backs it up, claiming that unboxing videos grew in views by 57% between 2014 and 2015. Maybe it reminds customers of the magic of Christmas, or maybe it's just human nature to wonder what's in the box. Clearly there’s something to it.
Just for emphasis, here's a Google Trend search showing the growing interest:
There are a variety of theories on why unboxing is so appealing, all of which suggest an opportunity for e-retailers:
It's a chance for interested customers to get a real look at the product before purchasing
People enjoy the excitement of unboxing, even from a viewing perspective
It adds a level of specialness to both the experience and product
The key part to unboxing is the packaging. There's something inauthentic about tearing apart your standard brown cardboard box wrapped in tape, only to trash it later. Instead, turn the customer's experience into a theater where the climax is the final, pristine product. Customer's are bound to be impressed, and they're far more likely to remember your brand as opposed to your product.
Operating out of the box
That said, the leading factor deterring e-retailers from investing in custom packaging is the cost, in terms of both time and money. Not only are your average cardboard or USPS boxes cheaper to use, who wants to spend more time on fulfillment than necessary? There are other business operations, like marketing and customer service, that need attending to.
It's also dependent on fulfillment model. Merchants fulfilling in-house have the greatest ability to utilize custom packaging, but outsourced warehouses may be less willing to allow it. Third-party logistics are far more likely to prioritize efficiency over the TLC involved in custom, branded packaging.
Disadvantages aside, research shows custom packaging truly does have an impact on how customers perceive a product and brand. According to a study by Shorr Packaging, custom packaging tends to make a product appear and feel more valuable, regardless of what it is. Over half of the study’s nearly 500 respondents felt that way.
And those respondents are right; the product is more valuable with custom packaging - or at least more costly. Merchants that offer custom packaging have no choice but to bundle the added costs into the product's price point less they want to shrink margins drastically. But don’t worry, a higher price is completely justified. Customers are buying more than just the product. They’re also paying for an experience like the ones so many viewers watch on YouTube.
Plus, the customer made their purchase from you because they wanted your product, and that's all they really expect. Adding some impressive packaging both exceeds their expectations and provides an opportunity for them to engage with your brand.
Boxing up the brand
Like many things in life, it helps to leave it up to the experts. Plenty of services exist to help e-retailers customize packaging at a scalable price. Here's a list of some businesses that specialize in such services:
Pakible
Packlane
Brand in Color
SoOPAK
Packlane's customizing interface
Although packaging materials can be personalized to fit your brand, it's important to also bring that p-word to the purchaser too. Throw in a note to the customer thanking them for their business. Or turn the note into another version of an about us page - something that walks the customer through your brand, hammering it into their brain even further than the packaging.
Wrapping up
By no means is custom packaging for all merchants. There is no reason to rock the boat and the bottom line if business is booming and customers are already fans of the brand. But for e-retailers hoping to build a powerful brand that’s distinguishable from competitors and massive marketplaces, it is a powerful weapon.
All merchants strive for customer engagement, and the customer's experience unboxing a product, although sometimes overlooked, is a prime opportunity for it. It may not be tweeting, liking or favoriting on social media, but it's a moment when your business' brand engages with the customer in a meaningful way.
Regardless of how often we're told not to judge a book by its cover, we still do it. It's just natural. And the same goes for your products. First impressions are crucial, and when customers see some quality, unique packaging, they're likely to judge your product and brand by its cover too.
Image: Stephen Depolo, Flickr
Harrison Dromgoole is the Content Creator at Ordoro, a shipping and inventory management tool. Ordoro tackles the unsexy but essential function of supply chain and order management, allowing merchants to streamline their back-office processes across all their sales channels so they can focus on growing their business.