Blog - The Art of Custom Packaging in the E-Commerce Unboxing Experience

E-commerce has revolutionised shopping, turning every moment into an opportunity to sell. Amidst this growth, the role of packaging has evolved significantly, becoming a crucial aspect of the customer experience. In this digital age, where physical interactions with customers are limited, packaging offers a tangible connection to your brand.

The digital boom was accelerated by the pandemic, which saw 88% of consumers increase their time online shopping, turning it into a permanent shift in their consumer habits. More than ever, it’s essential to deliver an experience that begins the moment your customer receives their package and starts to unbox it. This blog explores how this phenomenon has grown into its own marketing tool, and how custom packaging can help you to harness it.

The unboxing experience has become a modern ritual in e-commerce, one that goes beyond merely opening a package. It can be a curated journey or a sensory experience that starts the moment a customer’s package arrives. The experience plays on emotions such as anticipation, the joy of discovery and delight in the details to go beyond simply delivering the product.

In the world of online shopping, where customers can't physically interact with products before buying, the unboxing experience is the first tactile interaction with your brand, and a chance to make a memorable impression. Well-crafted unboxing can foster a deeper emotional connection, increase confidence in your brand and encourage loyalty, with 52% of online shoppers saying premium packaging would lead them to purchase again.

Unboxing has rapidly risen to prominence, reshaping customer behaviour and marketing strategies in e-commerce. Initially a niche curiosity, unboxing videos have exploded in popularity, with YouTube reporting over 25 billion views of "unboxing" videos in 2023. In these videos, buyers record the process of opening their packages and share them through online streaming platforms, making the unboxing experience a public affair.

The trend has continued, as more e-commerce businesses adapt their packaging in a bid to take advantage of this powerful marketing tool. This rise of unboxing videos signifies a shift in the role of customers in brand promotion; now, everyday consumers and influencers alike have the power to shape brand perception and drive engagement.

Importantly, the trend also places a spotlight on the importance of packaging design in e-commerce. Businesses now recognize that the first physical interaction with the customer – the unboxing – can set the tone for the entire customer relationship.

The unboxing experience, if executed with creativity and thoughtfulness, can set a precedent for the brand-customer relationship. In the digital marketplace, where the competition for attention is fierce, custom packaging can become the differentiating factor that captivates and retains customer consideration.

In place of generic packaging, bespoke solutions such as custom-sized and designed boxes and custom-printed packaging are the first step to curating a memorable unboxing experience for your customers. The impact of opting for a tailored solution can be felt across multiple aspects of the unboxing experience, such as:

We’ve established the importance of first impressions, and custom packaging plays a vital role in building your brand’s identity from the moment a customer holds their package. By aligning your packaging design with your brand's ethos and personality, you can establish a powerful connection with customers as they interact with the package and the products inside.

This connection can be strengthened by evoking positive emotions, such as excitement and anticipation, enhancing the overall customer experience and heightening their perception of the products inside the box.

As we’ve seen with unboxing videos, an unboxing experience that captivates can turn customers into brand ambassadors. Custom packaging, tailored to your brand's unique style, creates shareable moments as customers are more likely to post their positive unboxing experiences on social media platforms. Studies have shown that 40% of customers would share a photo of interesting packaging. This amplifies your brand's reach, attracting potential customers and reinforcing brand loyalty among existing ones.

By designing packaging that is visually appealing and resonates with your brand's story, you encourage customers to share their unboxing moments, effectively turning each delivery into an opportunity for organic, user-generated content.

One of the most fundamental benefits of custom packaging in the unboxing experience is the adequate protection of your products. Ensuring that customers receive their purchases in the expected condition is one of the core responsibilities of e-commerce retailers, increasing customer satisfaction and reducing the need for returns and refunds.

When packing an oddly shaped, fragile or bulky product, generic cardboard boxes may not provide the appropriate packaging environment. Custom-made boxes typically offer a variety of shapes, sizes and strengths, tailoring the packaging to your products and their safety requirements. This superior level of safety can be reinforced with a range of protective packaging, from biodegradable loose fill to honeycomb wrap, aiding in the presentation of your product as the package is opened.

Now that you understand the far-reaching potential of harnessing the unboxing experience for good, there are several ways to go about it. Before you start planning your customised packaging, understand your customer’s preferences and expectations and, where possible, collect customer feedback to continue perfecting the unboxing experience.

Some things to consider when designing custom packaging for a more meaningful unboxing process include:

Visual appeal: The visual design of your packaging should align with your brand's aesthetic. Consider using custom printing to add your logo to the outer packaging, or tailor the colours to create an immediate brand connection the second the package arrives. A full-colour digital printer, such as the Xanté Excelagraphix 4800 used by our team, is a fantastic way to take advantage of the full spectrum of colours.

Tactile experience: The feel of your packaging is just as important as how it looks. High-quality materials that are pleasant to touch can transform the unboxing experience, even conveying a sense of luxury that reflects the product inside. Whether it’s smooth corrugated cardboard or premium padded envelopes, the choice of packing material can contribute to the overall sensory experience.

Personalisation: Adding personal touches to your packaging, such as handwritten ‘thank you’ notes or customised messages, creates a sense of connection and appreciation. This small gesture can make customers feel valued and enhance their emotional bond with your brand.

Surprise elements: Include unexpected elements in your packaging, like samples, gifts or exclusive offers. These surprises can make customers feel valued and important, making their unboxing experience even more memorable.

Ease of access: Struggling with packaging can dampen the unboxing experience, so it’s important to ensure that your packaging is easy to open and user-friendly. A custom-designed box can be tailored to blend style with functionality, crafted with a convenient opening mechanism.

Sustainability: Environmentally conscious packaging is increasingly important to customers. Opt for eco-friendly options, like recyclable or biodegradable materials, to appeal to the growing segment of environmentally aware consumers.

Branding consistency: Your packaging should reflect your brand's identity consistently. From the external appearance to the internal arrangement, every element should be carefully considered to speak to your brand's values and style.

Social media readiness: Design your packaging with shareability in mind. Encourage customers to share their unboxing experiences on social media by adding social media icons, a compelling, incentivised call-to-action or some thoughts on how to share their unboxing experience online.

From the first glance to the final reveal, every aspect of your packaging should tell a story that resonates with your audience and creates an immersive unboxing experience. Custom packaging has become an e-commerce essential, helping to turn buyers into loyal customers and brand advocates.

Consider the messaging that your packaging communicates and how you can customise it with bespoke elements. When you get it right, you can open the door to lasting positive relationships with your customers.

Click here to view our full range of custom-printed packaging today.