Unboxing experience: how indispensable is packaging?

Originality, authenticity, a touch of magic even? Every webshop tries in its own way to stand out in a sea of competitors. Without some companies realising it, packaging is often the X on a treasure map in this story. What can make your brand un-valuable are the emotions consumers experience when unpacking or ‘unboxing’ your shipments. Find out in this article why packaging is so crucial for online shops and how to create a unique unboxing experience for your customers.

1. Why is packaging essential?

In a nutshell: without good and smart packaging, e-commerce would not be possible. Why? Packaging is the basis for properly protecting and safely shipping products, but it has so much more to offer. After all, in many cases, packaging is the first (and sometimes only) physical interface between a consumer and a web shop. Extra reason, therefore, to pay the necessary attention to the unboxing experience. If a product is packaged well, safely and smartly, this undoubtedly has a positive impact on the brand experience. We list below the 3 main reasons why packaging is indispensable.

► 1.1 Marketing and image

A box or shipping bag says a lot about a company’s professionalism and image. It forms a direct physical contact point between your webshop and your customer. In this sense, packaging is an ideal marketing tool that should be highlighted a little more. Taking durability and a neat appearance into account is one thing… You can also scrutinise the shape and use of colour. After all, the design and colour of packaging immediately catch the customer’s eye. By personalising this design with your name and brand colours, you not only reinforce your brand image – you very easily generate publicity and spread your message. The smarter you personalise the packaging, the more likely your brand name will float around in the recipient’s mind. This way, the recipient associates your shop with quality and you increase the chances of a satisfied customer.

► 1.2 Transport and storage

When it comes to logistics, good packaging is an indispensable link. With the right packaging on board, you can store and move goods in large quantities much more easily. Or you stack them smarter and more stably, allowing you to use as much useful space as possible. Quite simply to save time and space during the shipping process. That compact packaging is preferred in this respect goes without saying. Without the excess air in a package, there is no need for padding material and the loading space is used more efficiently. In short, you optimise the weight of your parcels and the space they take up during transport to avoid a lot of costs.

Discover all the benefits of compact packaging

► 1.3 Protection and safety

Above all, packaging has a protective function. In doing so, they protect against internal factors such as other products inside a box. And against external factors such as rain, moisture, dirt or bumpy transport. This reduces the risks of damage and returns – and you automatically reduce the CO2 impact of your transport. After all, without damaged products, no extra journeys are needed. Moreover, we should not forget that a damaged product has a greater (environmental) impact than packaging. Besides protecting a product, packaging guarantees the safety of your orders. Well-shielded neutral packaging is discreet, reducing the distraction of prying eyes and discouraging theft attempts. Ideal, then, if you were shipping very valuable products.

How do you protect a shipment against theft? ]

2. Ecology and the unboxing experience: two hands in one

For a positive unboxing experience, we recommend thinking as sustainably as possible. After all, consumers are more sensitive than ever to the environmental impact of packaging. Therefore, pack your shipments as compactly as possible and make use of eco-friendly alternatives (made of paper, for example). You will find that it does wonders for your image.

► 2.1 Packing without air

Compact packaging is the message! Compact packaging not only saves you time and money. It will also ensure that your company’s ecological footprint can be reduced. Tailor-made packaging wastes fewer resources and needs less (if any) unnecessary padding. By maximising the space and weight of your packaging, the transport vehicle has to make fewer trips. So compact packaging not only avoids unnecessary packaging waste (which can be annoying for the customer), it also reduces CO2 impact. Nothing but benefits… Looking for customised packaging? Simply use this search engine from RAJA and choose from over 1,250 sizes of boxes.

► 2.2 Environmentally friendly alternatives

Despite the fact that plastic packaging continues to play a useful role in the packaging world, consumers do not always think the same way. Sustainable perceptions among the general public mainly focus on paper and cardboard. The natural look of these materials is always a plus when unboxing. Paper is also enormously versatile, renewable and easily sortable. When you compose a complete package out of paper, your customer can sort it much easier afterwards. No more hassle separating materials. Everything can go into the same waste stream. Nowadays, there are various sustainable packaging alternatives on the market, 100% made of paper. Just think of bubble wrap, stretch film, tape, strapping, shipping bags and so much more.

Check out 5 paper alternatives to plastic here ]

3. Four extras for a unique unboxing experience

An unforgettable unboxing experience is more than the presentation or functionality of your packaging. A well-kept outside gives a good impression, but what about the inside? When the recipient opens his shipment and sees the inside, you can really surprise him. For this, we have listed some popular suggestions.

► 3.1 Personalise the content

Why only personalise the outside of the shipping box or bag? For the inside finish, choose a nice colour of tissue paper to match your logo or the outside of the packaging, for example. Then you put the invoice in an envelope that you have personalised in the same way and you’re all set! The result? An even stronger image of your brand image.

► 3.2 Provide an incentive

Another option is to include an incentive. This way, you not only show appreciation but guarantee that the customer has made a good choice. Moreover, customers will be engaged to commit to your webshop. You can do this in 3 ways:

• Invite the customer to a win action where they can share their order on social media.
• 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 keep the customer happy. Everyone appreciates a token of appreciation. Some popular thank yous you can try are: a personalised handwritten card, a small gift or chocolate, goodies or gadgets.

► 3.4 Place a QR code on the packaging

With a QR code on the packaging, you provide an interactive introduction. The recipient can discover connecting digital content this way. So what digital content do you connect with the packaging? Think of a video tutorial for the product sent, a detailed manual or a promotion code for the next purchase on your webshop. You can also link instructions for recycling, reusing or returning the packaging to the QR code.

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4. What happens after the unboxing?

The whole story of the unboxing experience should not stop with the opening of the packaging. What if your product is damaged through a twist of fate? Or what if it is now not so clear to the customer how to sort the packaging after all? Here are some tips to take your unboxing experience to the next level as an online shop.

► 4.1 Tailor-made after-sales service

You may certainly refer a satisfied customer to your webshop via a note or QR code to leave a positive review or feedback. For additional questions, refer to an online FAQ page.

In case the customer is dissatisfied with the product or the packaging method, you obviously don’t leave him out in the cold. Therefore, it is best to include some instructions for returning the product, reusing the packaging or sorting it correctly. As mentioned earlier, this can easily be linked to a QR code.

► 4.2 Provide a return solution

With a return package, customers have the option to return their order if they are not satisfied with the delivered product. Of course, you can’t always prevent such a situation, but thanks to the return option, you can fortunately limit the damage. Each return package has 2 adhesive strips at the top of the opening. The first adhesive strip serves to send the product to customers. The second adhesive strip is used by the customer to return the product. This way, as a webshop, you can also be sure that the returned product will reach you in decent packaging. If the product was just a wrong purchase, you can offer it again in your webshop afterwards without any problems.

View our range of return packaging here.

► 4.3 Reuse or upcycling of packaging

Memorable packaging has already been kept, displayed on the cupboard or given a second life via upcycling. The most creative souls among us even use discarded packaging material as Christmas ornaments, Halloween decorations or pet toys. A banal box thus quickly turns into a creative opportunity to inspire your customers.

Upcycle packaging for your pets ]

Want to learn more about the important role of packaging? Then listen in to Bart Lambrecht, Marketing Director at RAJA Benelux.