How to improve the unboxing of your e-commerce packaging? | RAJA

The phenomenon of unboxing (photos and videos of packages being opened by thousands of consumers), which is becoming increasingly prevalent on the web, is pushing e-tailers to review their packaging strategy.

If you do not master your packaging and unboxing policy, you risk a bad buzz on social networks, for example by being labelled #excessivepackaging.

Discover here 4 steps to improve the unboxing of your e-trade packaging, from the packaging to the “little extras” that make the difference

1. Taking care of the unpacking of your parcels
2. Give an eco-responsible image to your company
3. Personalise the invoice
4. Integrate a “little extra” into the unboxing of your packaging

1. Soigner le déballage de vos colis

A l’unboxing de votre packaging, vos clients peuvent vivre un premier écueil, qui va leur laisser une mauvaise impression : si votre emballage est surdimensionné par rapport à votre produit, ou que vous usez de trop de calage, cela pourrait bien nuire à votre expérience client.

La taille de l’emballage

Veillez à adapter le plus que possible le produit à son packaging. Toute la subtilité de ce processus consiste à trouver l’emballage qui protégera bien vos marchandises, sans abuser de matières premières.

Il existe toujours de nombreuses références différentes, quel que soit votre type d’emballage (caisse, pochettes, tubes…). Mesurez bien votre marchandise, et prenez en compte son poids, pour trouver l’emballage adéquat, résistant mais au plus près de la taille de la commande.

Vous voulez trouver la caisse idéale pour vos envois ? N’hésitez pas à consulter le moteur de recherche personnalisé de RAJA.si votre stock comporte beaucoup de références et de formats de produits différents, essayez de trouver des tailles d’emballages intermédiaires. Votre objectif : ne pas démultiplier les références d’emballages (ce qui nuirait à votre budget emballage et à la productivité de vos opérateurs).

Quoiqu’il en soit, il vous faudra également penser à votre processus de calage pour véritablement améliorer l’expérience d’unboxing de votre packaging.

Le choix du calage

Saviez-vous que les particules de calage irritent 18% des clients qui ouvrent leur colis ? (étude Package Insight, 2016)

Expérience client et #emballage: le niveau de frustration de votre client par rapport au calage utilisé#unboxing #ecommerce pic.twitter.com/i0SWGwR3XE

— RAJA Emballages (@RAJA_Emballages) June 21, 2018

Le choix de votre méthode de calage va également jouer sur l’impression générale de votre unboxing de packaging. A l’ouverture de votre colis, les clients soucieux du

• Air cushionswhich ensure lighter packages and give an impression of transparency
• Natural kraft paperwith a more eco-responsible image
• Packaging with integrated cushioning, particularly effective if you have a large number of single-product or recurring orders..

on the packaging side, you are now ready to create a good first impression to your customers during their unboxing.

2. Give your company an eco-responsible image

According to a June 2017 OpinionWay survey, 90% of consumers believe that it is possible for a company to be both economically and ecologically efficient.

It’s a fact: your customers are increasingly demanding in terms of eco-responsibility. Plastic packaging and cushioning, as well as the vacuum in the packaging, could soon be significantly damaging to an e-commerce company’s image. Therefore, think about

• Find eco-responsible alternatives to your current packaging. RAJA has designed a whole range of green packaging for you , which you can find here. Recycled plastic, biosourced or biodegradable packaging… there is a plethora of choice, and you will be able to find the ideal one for your packages.
• Indicate on the packaging its preferred method of disposal and sorting: a simple logo and a few lines to indicate in which bin the product can be placed are enough to improve your eco-responsible image.
• Reduce the weight and volume of your packagingthis will reduce the amount of empty space in your parcels, and therefore your environmental impact.

don’t hesitate to communicate widely and intelligently on these eco-responsible initiatives, on all your communication channels, online or offline. Your goal is to prove that you care as much for your customers as for the planet!

3. Personalise the invoice

The unboxing of your packaging is also a great opportunity to communicate with your customers directly, and make them want to buy from you again. Traditionally, e-retailers insert an invoice in their parcels, so why not turn this simple piece of paper into a real personalised communication tool? Here are a few tips for making your paper invoices in your parcels an additional element that will improve your customer experience

• Insert the invoice in a personalised pouch. In restaurants, your invoice is often brought to you in a pretty pouch: why not use this as a model?
• Offer your customers a coupon or discount on future purchases, or explain your sponsorship process – a marketing method that creates interest in future purchases.
• Ask your customers to share their experience on social networks, or to send it to you by return email. This will give you valuable feedback to use in your marketing or packaging strategy.
• Make your return policy clear, so that you can prevent any questions about your return policy.

some brands have total control over the

unboxing

of their packaging, and create a real “wow effect”, which is very beneficial for the company. This is the case of Sézane, a clothing brand that has mastered unboxing to perfection. Photos of their magnificent packages are shared virally on social networks, and contribute to the brand’s influence.To “play it like Sézane”, there are several ways of pleasing your customers as soon as your packaging is unboxed

• Customise the inside of the box with bespoke e-commerce packaging designed specifically for your brand, as Cheerz has done: read about their packaging story here.
• Use tissue paper, personalised or not, to make the inside of your packaging attractive.
• Add small gifts to your packages: goodies, stickers..

don’t hesitate to ask your customers about their tastes and what your brand evokes in them, in order to define your universe and how it will be expressed in your packages. Eco-responsible, personalised, delivery-proof packaging: here you are, ready to master the unboxing of your packaging as well as possible, and to create a memorable experience for your customers