Unboxing has a whole history and methodology behind it, discover how it works so you can consider including it in your brand.
El Unboxing, also known as “unpacked”, is a term that was born on YouTube in 2006, based on a video showing the public the opening of a package containing a Nokia E61 and also explaining both the characteristics of the equipment and its functions.
From that moment on, the phenomenon became relevant on social networks and generated multiple reactions, but it also transformed the way in which brands prepared products for delivery, as they began to ingeniously customize orders in order to generate unforgettable experiences for their customers.
Have you integrated it or have you thought about doing it? We invite you to read our post so that you know the main characteristics of this practice and you can learn how to do it effectively.
How does unboxing work in the delivery process?
If you've ordered something online, you know that receiving an item is as simple as opening the package and finding what you bought inside, but what if instead of just finding it, you find yourself faced with something unexpected?
Now, did you know that 86% of online consumers are willing to pay more for good service? On the other hand, 70% of the shopping experience is based on the way in which the customer feels that they are being treated.
Online sales rely heavily on first impressions: if you don't captivate users right from the start, then you're opening the doors to send them with your competition.
Unboxing is primarily a powerful tool to make the buyer's first encounter with their product unforgettable, a moment that is usually conditioned by factors such as enthusiasm, curiosity and satisfaction, the latter when you meet or exceed their expectations.
And that's exactly what your unboxing strategy should aim for.
Also read: Ecommerce in Mexico, 2021 overview
Why is unboxing a product so effective?
Yes, that's right: our brain loves to be surprised. It has been scientifically proven that when experiencing a positive situation in an unexpected way, a brain region called “Accumbens” is activated, which is linked to the pleasure center and generates feelings of joy and well-being, as dopamine, a neurotransmitter associated with gratification, is released.
This fact explains why an experience such as unboxing can become a powerful reinforcement of user loyalty to a brand.
The brain stores each and every one of our experiences, consolidating them as learning; don't forget that, from the impressions generated in interactions with your brand, people will have their own learning that will directly affect their buying decision.
Do you now identify why unboxing can become one of your best winning allies to build customer loyalty or improve the prestige of your brand?
Benefits of unboxing
The listing of an order is as important as the product itself, it's your cover letter, don't downplay this step in your logistics process, as it can bring you advantages. Here are some tips you can implement:
📦 Take care of every detail
Conquer the buyer from the moment of unboxing, so you'll have a better chance of them choosing you again in the future. Points such as the quality of the material, the ease of opening, and small personal touches, can completely transform the customer's perception, making them feel valued and special, which will facilitate the construction of a lasting and loyal relationship.
📦 Make good packaging
Quality packaging, in addition to protecting the product, can also become a brand statement. If you put a lot of effort into the design and functionality of the packaging, you can significantly differentiate yourself from the competition.
By investing in good materials, innovative designs and unique details, you'll be sending a clear message to the consumer: your company cares about what they think from the first contact.
📦 Surprise in a positive way
The impact of surprises on human psychology is profound, especially in the context of customer experience. Studies show that unforeseen events capture our attention more intensely and tend to remain in our memory longer.
By incorporating surprise elements into unboxing, you will enrich the user's immediate impression, increasing the possibility that they will choose your products again in the future.
📦 The Power of a Good Recommendation
Users talk about their buying process, both positively and negatively. Impact them favorably, not only that they speak well of your brand, with their acquaintances and on their social networks: it turns buyers into fans.
This can be highly profitable to help you attract new customers without investing directly in their acquisition. How many times have we acquired something driven by recommendation and good feedback from others?
A good unboxing will make the user feel special, important and unique for the brand, which, as we have seen, translates into loyalty, and repurchase. Have you already considered it as part of your growth strategies?
How can you do unboxing?
The dedication is in the details and that is precisely what unboxing refers to; to those small elements that can be captivating for the customer. There are several unboxing alternatives, it all depends on the creativity, ideologies and resources of each brand, here are some ideas that can help you:
➡️ Make original packaging
Make it easy to open, generate expectation and represent the company. It is important that the materials used are of good quality, not only to protect the content, but also because of the feeling they generate, especially when using different materials and textures.
➡️ Include some extra touch with the content
Add a distinctive element, such as a creative slogan or a novel design, that immediately captures the customer's attention and improves their perception of the product. In addition, it is important to consider the use of packaging that is environmentally responsible and proportional to the size of the item.
Many buyers value those attributes, as they reflect the brand's commitment to sustainability. Such details, being aligned with people's expectations and values, enrich the unboxing experience, strengthen the company's image and promote consumer loyalty.
➡️ Customize the package
Incorporating, for example, a thank you card with a name, can become a powerful differentiator in a competitive market and make a lasting impression.
Why not go further and add personalized elements that reflect the customer's interests or preferences and thus turn each delivery into a true show of care and attention?
➡️ Add an extra gift
Adding an additional gift can transform an ordinary shopping experience into a memorable one. They rely heavily on the product, however, consider useful add-ons, a discount voucher for future purchases, or a free sample.
These carefully selected aspects, depending on the category, can mean the difference between an occasional user and a loyal brand defender.
➡️ Stimulates the senses
Integrating a distinctive scent into the package can radically transform the unboxing strategy. Have you ever received a scented box? The selected fragrance can evoke specific emotions or pleasant memories, which will enrich the customer's interaction with the product.
The tactic, used by various brands, adds a sensory dimension that goes beyond the visual and tactile; but it should not stop there. Consider incorporating elements that appeal to the eye, such as visually appealing colors and designs, and to the touch, through the use of materials with distinctive textures.
Even sound can play an important role; think of the satisfying creak when opening well-designed packaging or a subtle melody when lifting the lid of the box.
Consider that all elements complement the brand's identity or the nature of the product, thus creating a comprehensive experience that people enjoy, remember and share.
Try incorporating QR
The incorporation of QR codes into packaging is an innovation that allows companies to share vital information quickly and efficiently. Through them, customers can instantly access instructions for use, care recommendations, and more.
You can also link users to additional content such as video tutorials, stories behind manufacturing, or even exclusive promotions and discounts.
In short, using QR codes on packaging transforms the circumstances of unboxing, providing added value that encourages greater interaction and customer satisfaction.
These are just a few examples of unboxing, creativity has no limits, how are you going to create an unforgettable experience?
You might be interested in: ABC of Fulfillment for ecommerce
The magic of visualizations: unboxing with influencers
As a matter of fact, we found that more than 90,000 people search for the word “unboxing” on YouTube every month; that is, potential customers who want to research their items before buying them. This can be the ideal space for your product to shine.
Let's remember that unboxing started on the aforementioned platform and is a powerful tool for publicizing the features and other aspects of different things, which can be a good strategy to include in your marketing plan.
Key Features
A person, usually an influencer, records himself presenting to his audience, on a social network, the article in its packaging, then shows the content, shares what experience it generated, a review, the uses, his material, benefits; he even compares it with that of other brands.
The opinions of influencers, especially those with a large number of followers on social networks, and who receive thousands of views a day, are a good dissemination strategy.
When choosing one, check what profile he has, who his followers are and what product fields he works in. Currently, there are influencers for practically every category.
If your budget is limited for an influencer unboxing strategy, you can start with simple videos shot by a representative of your brand that go so far as to describe the advantages and benefits of what you offer. They don't have to be perfect at first, little by little you can improve them.
Are you curious to see what an item looks like or what it can do before you buy it? The same thing happens to millions of people, which is why this unboxing model has been so popular.
Unboxing with superior quality
As we have already seen, an intelligent unboxing strategy can be very beneficial, however, from an operational point of view, it requires time and personnel for the product enlistment process.
Evaluate your operation and determine if you have the resources to make it a memorable experience for people, maintaining high quality and reducing errors during the process.
If not, you can hire the services of a fulfillment specialist like Cubbo, which have different solutions for the storage process, Picking, Packing and delivery of your items.
Give people another reason to prefer you. Find a way that your brand can be remembered for something special; make your customers open your product packaging and say “wow!”
Are you looking for an ally that enhances your delivery process, compliance and the satisfaction of your users? Do not hesitate to contact us, we are the best fulfillment center for ecommerce in Mexico and Brazil.
During 2021 in Cubbo:
✅ Our customers recorded savings of 21% in operating costs.
✅ 97.1% of the products received were processed and ready to sell within 24 hours.
✅ We had 99.7% shipping compliance.
✅ We recorded an order preparation accuracy of 99.9875%, that is, 1 error per 8,000 shipments.
✅ 60% of our deliveries in Mexico City were made the same day.
✅ We deliver nationwide in 1.3 days on average.
Elevate your ecommerce to Cubbo!
Sources of information: Comercialaviles / Packhelp / The mind is wonderful / Business Trusted Shops / Synchronize / Kartox / Erick Alejandro Garcia Blog.
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