HOW TO CREATE A LUXURY UNBOXING EXPERIENCE

You’ve poured your heart into creating a quality product, marketed it well, and gained the trust customer purchase. Now, it’s time to deliver.

The unboxing packaging experience is each step a person goes on as they unbox your product, from the moment it comes through their door, right through to the end of opening it.

Many brands leave this as a second thought, just using a plain box and small thank you note (if any) and hoping it might suffice. But this can actually downgrade the experience some one has of your brand. The unboxing packaging is a key opportunity to make a memorable impact on your customers. In this article, we delve into all things unboxing and how to make it shine.

WHAT WE COVER

• Why the unboxing matters

• Create a surprise

• Tell your story

• Use creative elements

• Engage the senses

• Write thoughtful messages

• Give something extra

• Concluding thoughts

WHY THE UNBOXING EXPERIENCE MATTERS

Creating an elevated unboxing experience shows your customers that you care and will go the extra mile. This has a direct influence on how they perceive the quality of your products, and brand as a whole.

81% of customers will consider purchasing again if they get great service from day one.

Right here in this unboxing moment, you have the opportunity to create a deeper connection with your customers, or just another forgotten box thrown in their recycling. When customers feel connected to your brand, they are more likely to become loyal - a key part of successful business when you consider these stats…

The chance of converting an existing customer is 60%-70% as opposed to the 5%-20% chance with new customers.’

Loyal customers spend 67% more than new customers.

After having a positive experience with a company, 77% of customers would recommend it to a friend.

CREATE A SURPRISE

A great way to make an initial impact is to create contrast between the outside and inside of the box. This could be by having a minimal outside, with a beautiful pattern or colour on the inside.

Or you could include a bold message on the inside lid, saying something like ‘Hey daring, you’re goodies are here!’ or ‘Something special is here for you’. It all depends on the tone of your brand.

You could also use colourful or branded tissue paper. The point is to create something that feels intentional as soon as they open the box.

TELL YOUR BRAND STORY

For as long as humans have been about, we’ve told stories. We are innately drawn to them. By telling yours, you give people a chance to connect with the deeper, more human parts of your brand.

The unboxing experience is a great place to tell your story, either printed on the box, or on a little card or leaflet. Let people know how you came about, what was the journey like, and how does this all feed into your heartfelt mission?

You could also talk about your values or brand vision. With this, your customers feel like they are part of your story too, a key way to build connection and community.

USE CREATIVE PACKAGING

There are so many ways today to add extra elements to your packaging that elevate the experience. Branded ribbon and tissue paper can create excitement and give customers the feeling of opening a present.

Stickers, tape and shredded paper are also fun ways to create a unique experience. For more ideas, check out Noissue for their sustainable packaging solutions https://noissue.co.uk/

ENGAGE THE SENSES

By appealing to senses beyond the visual, you create a more engaging and memorable experience for your customers.

One way to do this is through using a scented paper note, or scented tissue paper. Imagine someone opens up the package of beautiful new dress they bought, and as they do they smell a fresh ocean mist scent. How much more special would they feel?

Another way is by appealing to the sense of touch. Textured paper or embossed details can create a premium, elegant feel. Seeded paper gives people a feeling of being connected to nature. It’s even possible to create soft, velvety print pieces and packaging.

WRITE THOUGHTFUL MESSAGES

Thoughtful messages create a personal touch, and placing them throughout the unboxing keeps people engaged.

For example, you could use the base of the box to talk about the sustainable materials your packaging uses. Then on the inside lid you could give a welcome message. You could also can have a note (or two) inside talking about the actual product or saying thank you to your customers.

A key of building a community around your brand is helping people feel valued, and saying thank you is an easy way to do this. Rather than simply saying ‘thank you for your business’, try thinking of a more personal way.

Tell your customer why you value them and their trust. How are they helping you carry out your greater mission by choosing your brand? How you hope their experience goes with the product?