The unboxing experience and the indispensable role of packaging

Originality, authenticity, a touch of magic perhaps? Every online shop tries in its own way to stand out among its competitors. Some companies don’t realise it yet, but packaging is often the X-factor. What can make your brand unforgettable are the emotions that consumers feel when they unpack your items. Find out in this article why packaging is so important for online shops and how to create a unique unboxing experience for your customers.

1. Why is packaging essential?

Quite simply, without good, intelligent packaging, e-commerce would not be possible. Why is this so? Packaging is the foundation for protecting and shipping products safely, but it has much more to offer. After all, in many cases, packaging is the first (and sometimes only) physical contact between a consumer and an online shop. All the more reason, therefore, to pay the necessary attention to unboxing. If a product is well, safely and intelligently packaged, this will undoubtedly have a positive impact on the brand. Below we list the top 3 reasons why packaging is essential.

► 1.1 Marketing and image

The design of the packaging immediately catches the customer’s eye. By personalising this design with your brand name and colours, you not only strengthen your brand image, but you easily generate publicity and spread your message. The more you personalise the packaging, the more your brand name will be present in the recipient’s mind. This way, the recipient associates your shop with quality and is even more satisfied.

► 1.2 Transport and storage

When it comes to logistics, good packaging is indispensable. With the right packaging, you can store and move goods in large quantities much more easily. Or you stack them in a more intelligent and stable way, allowing you to use as much useful space as possible. Simply save time and space in the shipping process. It goes without saying that compact packaging is preferable in this respect. Without excess air in a package, there is no need for cushioning and the cargo space is used more efficiently. In short, you optimise the weight of your parcels and the space they take up during transport to avoid many costs.

► 1.3 Protection and security

Packaging also has a protective function, firstly against internal factors, such as other products inside, and secondly against external factors, such as rain, moisture, dirt or shocks during transport. By reducing the risk of damage and therefore returns, you automatically reduce the CO2 impact of your transport. With no damaged products, no additional travel is required. In addition to protecting a product, packaging also guarantees the safety of your products. A well-packed package is more discreet, discouraging prying eyes and theft attempts.

2. Ecology and unboxing an inseparable duo

Positive unboxing means thinking sustainably. After all, consumers are becoming increasingly aware of the environmental impact of packaging. So pack your items as compactly as possible and use environmentally friendly alternatives (like paper). It does wonders for your image.

► 2.1 Airless packing

Packing compactly is the goal! Compact packaging will not only save you time and money. It will also help you reduce your company’s carbon footprint. Custom packaging requires fewer resources and less (if any) unnecessary cushioning. By optimising the space and weight of your packaging, the transport vehicle has to make fewer journeys. Thus, compact packaging not only avoids unnecessary packaging waste (which can be inconvenient for the customer), but also reduces the CO2 impact. Nothing but advantages… Are you looking for customised packaging? Use this RAJA search engine and choose from over 1,250 box and crate sizes.

► 2.2 Eco-responsible alternatives

Although plastic packaging continues to play a useful role in the packaging world, consumers do not always think in the same way. The general public’s perceptions of ecology are mainly focused on paper and cardboard. The natural appearance of these materials is always a plus when unpacking. Paper is also extremely versatile, renewable and easily sorted. When you wrap a package entirely in paper, your customer can sort it much more easily afterwards. No need to worry about separating materials. Everything can go into the same waste stream. Today, there are various sustainable packaging alternatives on the market that are 100% made of paper. Think of bubble wrap, stretch wrap, tape, strapping, shipping pouches and much more.

3. Extras for a unique unpacking experience

A memorable unboxing is not just about the presentation or functionality of your packaging. A well-kept exterior makes a good impression, but what about the inside? When the recipient opens the package, you can still surprise them. We have listed some popular suggestions for this.

► 3.1 Customise the content too

Why only personalise the outside of the box or mailing pouch? For the inside finish, choose a nice colour of tissue paper to match your logo or the outside of the package, for example. Then place the invoice in an envelope that you have personalised in the same way and that’s it! The result? An even stronger brand image.

► 3.2 Add an incentive

Another option is to include an incentive. This way you not only show your appreciation, but you guarantee that the customer has made a good choice. In addition, customers will be more easily linked to your online shop. There are 3 ways:

• Invite the customer to share their order on social networks.
• Give a discount code for the next order.
• Include a free sample of another product.

► 3.3 Send a personal thank you

Sometimes a simple thank you is enough to make the customer happy. Everyone appreciates a token of appreciation. Here are some examples of popular thank you notes you can try: a personalised handwritten card, a small gift or chocolate, some goodies or gadgets.

► 3.4 Place a QR code on the packaging

With a QR code on the package, you provide an interactive introduction. The recipient can discover the digital content in this way. So what digital content should be associated with the packaging? Think of a video tutorial for the product sent, a detailed manual or a promotional code for the next purchase in your online shop. You can also associate instructions for recycling, reusing or returning the packaging with the QR code.

4. What happens after unboxing?

The unboxing story doesn’t have to end when you open the package. What if your product is unfortunately damaged? Or if the customer isn’t sure how to sort the packaging? Here are some tips to take your unboxing to the next level.

► 4.1 Customised service

A satisfied customer can be referred back to your online shop via a note or QR code to leave a review or comment. For any further questions, refer them to the FAQ.

If the customer is not satisfied with the product or the remaining packaging waste, you will not let them down. It is therefore best to include instructions on how to return, reuse or sort the packaging. As mentioned above, it is easy to connect these instructions to a QR code.

► 4.2 Anticipate a return trip

With a return option, customers have the opportunity to return their order if they are not satisfied with the delivered product. Of course, you can’t always avoid such a situation, but thanks to the return option, you can hopefully limit the damage. Each return package has 2 adhesive strips at the top of the opening. The first tape is used to send the product to the customer. The second tape is used to send the product back, if it is returned.

► 4.3 Reusable packaging

Memorable packaging is kept from time to time, displayed on the wardrobe or it gets a second life through upcycling. Packaging can be reused as Christmas decorations, Halloween decorations or even pet toys. So sometimes an ordinary box can quickly turn into an opportunity for your customers to get creative.

Do you want to know more about the important role of packaging? Do you like to listen to a podcast? Then listen to Bart Lambrecht, Marketing Director at RAJA Benelux.