Sometimes a consumer’s first physical interaction with an online brand occurs when they receive a delivery, making the design and strength of packaging essential to cultivating long-term brand advocates. While a customer’s enthusiasm for a package usually centers on the product inside, a well-designed package can represent an in-store experience and excite customer so much so that they will be motivated to purchase again or share on social media.
In fact, in a recent study, we found that humans are chemically programmed to repeat pleasurable experiences, such as opening a package. “Unboxing” videos and photos – in which the process of opening a package is documented – has been elevated to a high art. Retailers can harness the addictive qualities of unboxing to foster loyal customers with packaging.
Here are four ways to excite your customers during the unboxing experience:
- Focus on quality packaging – Consumers are less likely to purchase again from an online retailer if they receive a delivery in damaged packaging. As a result, online brands should implement attractive, sturdy packaging that improves brand perception and earns consumer trust.
- Encourage social sharing – In today’s digitally-driven world, it’s imperative to engage with consumers both online and offline. We found that 70 percent of consumers have watched an unboxing video for product research. Motivate brand advocacy with customized hashtags and other calls-to-action.
- Let your brand identity shine – The best-branded packaging reflects your brand personality. Pick packaging that matches your brand voice, whether it is flirty, fun or innovative. This will help develop a positive customer experience and motivate consumers to share on social media.
- Consider the entire unwrapping experience – It’s important to take into account the way packaging feels and sounds when being opened. Encourage consumers to interact with a package by optimizing the tactile experience.
To learn three more ways to create a superior unboxing experience, download our tip sheet today.