Unboxing videos have become a worldwide phenomenon. According to TrustedShops, 90,000 consumers type  ‘unboxing’ into Youtube’s search per month. Some of these unboxing videos have racked up a thousand or even a million views, this kind of reach is priceless for e-commerce brands. During this time, when in-store experiences are less available, providing customers with a memorable unboxing experience is one of the most effective ways of increasing customer retention and loyalty. 

Why is product packaging important?

Product packaging is an extension of your brand and consumer experience. Consumers vividly remember brands that offer enjoyable unboxing experiences. In the absence of in-store experiences, product packaging has become an important touchpoint to delight shoppers. 

For example, GlossyBox UK combines relatable copy and cute accessories in an all-in-one package. The box itself also ties together like a present, giving the customer the feeling of receiving a treat/gift. 

How product packaging helps to boost customer retention

The unboxing experience can help build long-term relationships with customers and improve retention rate since the majority of customers enjoy the little extras that brands offer, whether that’s a small freebie or a personalised thank you. Not only this but if an influencer particularly likes a brands packaging, they will either post it to their social media stories or even go as far as creating an ‘unboxing’ video. This enables brand advocates to share branded experiences virtually, but it also provides positive experiences to your customers. Some customers may discover your brand through these types of videos or prefer your products solely because of the premium experiences that come with purchasing them. 

Elements of a custom packaging experience

Now, what are the elements of a good product package? Here are some of the key things to consider when designing yours. 

Packaging – The main packaging container is the most basic element of a product package. You can opt for a poly mailer, box or bag based on your products or current budget.

Tissue paper – Add a layer of tissue paper for an extra dose of excitement as it adds an element of surprise. 

Filler – Consider excelsior (wood fibre) or crinkle paper as packing filler. This also serves as a way of protecting the contents a little more, which is important if your products are fragile.

Sticker/ribbon – Use a branded sticker to seal the paper and boost brand recognition. Similarly, a ribbon works in the same way and creates the look and feel of a present. 

Business cards – Include a business card with your social media or official account to encourage customers to maintain a relationship with your brand.

Packing slip – Opt for a customised packing slip and place it at the side or at the bottom of the packaging.

Custom note – A personalised handwritten note can be used to thank customers and build authentic relationships.

Educational materials – If products require assembly or instructions include a brochure with detailed how-to instructions. 

Tape – Use a branded tape or colourful tape to complement your custom packaging. 

Sample or gift – Include a free sample of new products to promote repeat purchases.

What is your current packaging strategy? Could you use any of these tips to upgrade it?