05/05/17

How to optimize your customers’ unboxing experience

By: Malu Limpens

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How to optimize your customers’ unboxing experience

Online retailers are struggling more and more to stand out in the growing clutter of e-commerce sites. Furthermore, in a world of social sharing, the need to create an experience for the customer that exceeds their expectations is critical.

The key to initially capturing the customer's attention is in the unboxing experience. This is the moment of truth where online retailers have a true touch-point with their customers, allowing the retailer to really 'wow' the customer. I’m sure you have seen influencers on YouTube and Instagram unpacking a wide variety of products ordered online like electronics, fashion, toys etc. with no shame or subtlety with regards to their opinion on the packaging. These days, it can make or break you customer brand experience. Social sharing is important as it encourages purchases. A study shows that 58% of online shoppers were convinced to buy a product after looking up images and unboxing videos on social media. Hence, another incentive to make unboxing into a real positive brand experience for your customers.


So, how do you create the best unboxing experience?

It might be easier than you think! It all starts with the first thing the customer sees: the box itself and the packaging material used inside the box. For example, this can be anything like bubble wrap, air bags, paper pads, packing peanuts, paper wrapping, and the list goes on and on.

Research from a recent customer survey shows that paper and airbags are the most commonly used materials for in-the-box e-commerce packaging. However, paper is the clearly preferred packaging material for 52% of the respondents in this survey, followed by bubble wrap (24%) and airbags (14%). This is because paper is easy to recycle and protects the products extremely well. Protective performance was mentioned as the most important criterion for in-the-box packaging. Next to this, recyclability and biodegradability were also very important factors to 78% and 62% of the respondents.

From cushioning to filling the void and wrapping products for shipping, paper offers the best protection and has proven to be more environmentally friendly than other packaging alternatives. Moreover, the range of possibilities to create a unique unboxing experience that is shared via social media, is more likely with paper than with other materials.

Learn more about the perfect unboxing experience +

About the Author

Malu Limpens is Marketing Communications Manager at Ranpak.