How to Create a Memorable Branded Unboxing Experience
For any eCommerce businesses, a shipped package represents a connection with the customer. However, that package also represents one of the most overlooked marketing and branding opportunities available to smaller retailers and individual sellers to help them stand out from the crowd.
Goods need to be well packaged to protect their contents during shipping. But a package can do so much more.
What is a branded packaging experience?
A branded packaging experience is a thoughtful selection of shipping and packaging materials as well as how you’ve decided to present your shipped products. It provides additional value for your customer and a positive first impression of your business, ideally, one that’s both memorable for the consumer and one they’ll want to share about.
Online retailers have far fewer chances to deliver delight than their bricks and mortar based peers. The convenience of online shopping can come at the cost of the hands-on experience with a product before making a purchase. That’s why it’s important to pay special attention to the touch points you do have.
A number of elements need to work together to create a memorable packaging and unboxing experience, but you don’t have to include every available option. Here though is a look at some of the most important things to consider
One of the biggest considerations is the main shipping container. Depending on your product, this might be a box, bag, or poly mailer. White and brown corrugated packaging options once ruled as the sole option because they’re cheap, sturdy, and admittedly get the job done, and if you look at some of the most memorable packages from recent start up successes the boxes themselves are very simple, because to many consumers it’s what’s inside that really counts.
Wrapping your products in soft tissue paper adds an extra level of excitement by building another layer of anticipation into the unboxing experience. Custom-printed tissue or colored tissue paper are both solid options to consider.
Stickers are a great option because they are versatile and fairly inexpensive. If you use tissue paper, a branded sticker is the perfect way to seal it. They also offer a more cost effective way to brand the outside of your packages than custom printed boxes.
You can also include extra stickers, paired with a short note, as a way to thank your customers for their purchase.
A Promotional Business Card
Business cards offer a cost-effective way of adding small promo pieces to your package. They don’t have to mimic the aesthetics of corporate business cards and should be stylish and memorable.
For example, Dollar Shave Club sends inserts in their packages, including a printed newsletter. Because of the nature of their product, this printed content serves as great bathroom reading material that deepens the brand’s relationship with customers.
Use clear packaging tape and keep moving, right? Not necessarily! These days, you have a variety of colorful tape options to complement your custom packing. You can also create branded tape à la Amazon for instant brand recognition.
Free Sample or gift
Based on the current purchase, you can also consider including a free sample of another product. This tactic can help you cross-sell by introducing a customer to new products.
Although creating a branded packaging experience involves extra cost and effort, done right it is well worth it. Great packaging sets all kinds of brands apart and offers a way to market and build your brand that, once in place, can be continued almost on autopilot, leaving you free to get on with other things.