THINK INSIDE THE BOX: HOW TO REVOLUTIONIZE YOUR UNBOXING EXPERIENCE

As the saying goes… “You never get a second chance to make a first impression.” This sentiment is even more important now for any consumer-facing company, thanks to the steadily-growing movement sweeping across social media and the Internet—unboxing videos.

Unboxing videos, as the name suggests, showcase customers literally unboxing new products. A quick YouTube search of the word “unboxing” generates more than 72 million results. And, besides the sheer number of unboxing videos on the Internet, these videos highlight an important evolution companies should understand in customers’ behaviors and expectations.

Why is the Unboxing Experience Important?

Since 2010, YouTube In 2015 alone, people videos with “unboxing” watched unboxing videos One in five consumers in the title have gone up on YouTube more than have watched an 871 percent.1 1.1 billion times, for a unboxing video. total of 60 million hours.

While these numbers are undeniable, the unboxing experience proves to be especially important when you think about it as a tool to: improve customer experience, increase sales and customer satisfaction, develop brand advocates, drive brand differentiation, and build a strong brand reputation.

Brands Who Missed the Mark

The biggest problem with J. Crew’s While not a specific brand, this The Tropicana and Monopoly unboxing experience is unboxing experience pitfall brands know the powerful inconsistency. Sometimes troubles almost all toy brands. backlash that can happen when a customers receive a branded box Excessive packaging makes the toy total package redesign goes with the contents neatly wrapped unboxing experience every wrong. Aer both products in tissue paper. Other times, items parent’s worst nightmare. From the underwent a product packaging are shipped in a nondescript, indestructible plastic packaging to overhaul, consumers were no plastic bag. When J.Crew uses the unwarranted tape and wire, the longer able to recognize even the plain shipping materials, it hassle and frustration of unboxing brand logo. These two brands spotlights the lack of branding and most toys deflates even a child’s exemplify the influence product doesn't elicit any feelings of excitement. packaging has on the product anticipation or excitement from itself and the customers buying it. the customer.

Brands Getting It Right

The Dollar Shave Club proves less Birchbox, a monthly subscription can be more when it comes to box for cosmetic and beauty unboxing. With more than 16,000 products, takes full advantage of YouTubers filming a Dollar the feelings of anticipation Shave Club unboxing unboxing can bring. Customers experience, Dollar Shave Club never know exactly what they will wins with it’s simplistic product receive, as Birchbox selects the packaging. Witty slogans on and Apple, the most notable company products inside and features a within the box, which are always for unboxing experiences, is so new box theme each month. on brand, create a rich and committed to these experiences engaging experience for the they have a “secret” room for discount subscription brand. product packaging testing. This commitment doesn’t go to waste; the iPhone 6 alone has more than 2.35 million unboxing videos. Aside from the minimal and discreet branding, the real Thanks to the custom printed box reason Apple wins the unboxing complete with a handle, the game is because the device you unboxing experience of a Trunk want most is always center stage Club “suitcase” starts as soon as With a well-designed unboxing while everything else plays a you look at it. Inside, Trunk Club experience, Nest adds excitement supporting role. includes a handwritten note back into an unappreciated home delivering a feeling of gadget. Similar to Apple, the first exclusiveness while emphasizing thing you see is your new the importance of personalization. thermostat as you open the Nest It is also clear Trunk Club box with helpful installation considers box layout as part of material found behind the part you their presentation as each item is care about most. thoughtfully laid out.

RECOMMENDATIONS TO WRAP UP YOUR UNBOXING EXPERIENCE

Packaging and Shipping and Presentation ... Oh My!

Packing, shipping, and presentation should all work together to create a complete unboxing experience.

Invest in customized packaging to communicate a higher level of care and thoughtfulness to the customer.

Consider your box layout as an important part of the experience

Keep the product front and center, and hide the excess.

4 Include a thank you note to make the customer feel valued.

Drive customers to your brand’s social media accounts and include relevant 5 hashtags to help customers connect with others and, most importantly, you.

Unboxing Creative Thinking

Since there are millions of unboxing videos across YouTube, you’ll need to find creative ways to stand out.

Check out Ikea’s bookbook Hide a hidden message Think of unique ways the box video and KLM’s Boeing or a call to action in each or any of its components 787 Dreamliner Unboxing box to increase customer could be reused aer the video for some inspiration. interaction. initial unboxing.

Look to the Calendar

Unboxing video viewership spikes around the holiday season, but these videos are a great tool all year-round when they’re connected to other inflection points. Think: Black Friday, summer vacation, and back to school time.

Make Unboxing Work for You

As much as unboxing is an experience for your customers, there are great ways to make it work for you.

Ninety-two percent of With product recommendations, customers will repeat purchase special promotions, and free if the return policy is easy. So, samples, unboxing can be a include anything needed to great opportunity to try and make the return process as upsell to your customers. easy as possible in the box to keep customers coming back.

There are countless opportunities for brands when it comes to unboxing experiences. Brands who think creatively, while keeping both the product and its customers top of mind, are sure to create unboxing experiences that entice new and loyal customers while standing out from the competition.

1 https://www.bitcatcha.com/blog/2016/why-the-packaging-of-your-products-matters/ 2 https://www.nytimes.com/2015/12/07/business/media/unboxing-videos-a-gi-to-marketers.html?_r=0 3 https://www.thinkwithgoogle.com/consumer-insights/youtube-insights-stats-data-trends-vol7/ 4 https://blog.ordoro.com/2016/04/19/7-best-unboxing-experiences/\ 5 https://martech.zone/product-marketing-unboxing/ lumavate.com