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When was the last time you received a package and felt a sense of excitement before even seeing the product inside? That moment of anticipation, sense of satisfaction, and finally, the reveal of your desired item is considered the unboxing experience. It may seem like a small moment, but it can have a lasting brand impact.
In today’s competitive eCommerce environment, branded packaging has evolved from a mere cosmetic to a strategic brand touchpoint. Boosting loyalty, retention, and average order value. It’s no longer just about protection, it’s more about presentation, perception, and promotion. For brand founders, packaging buyers, and marketing managers, understanding this shift is the key to unlocking a channel for customer satisfaction and the company’s growth.
What Is an Unboxing Experience, and Why Does It Matter?
The unboxing experience is the complete sensory journey a customer goes through when they receive, open, and interact with your product’s packaging for the first time. It encompasses every detail, from the look and feel of the box from the outside to the rustle of any protective or decorative materials from the interior, as well as the placement of the product.
With the right custom packaging strategy, even small businesses can compete with major players by delivering unforgettable brand moments. This experience is built on a few core pillars:
- Anticipation: When the package arrives, it builds excitement for what’s inside waiting for the customers.
- Surprise: Each layer, including the mail stickers on the exterior, the inner material, to the product reveal, creates a sense of discovery and surprise.
- Tactile Feeling: The texture of the packaging, the weight of the box, and the ease of opening everything contribute to the overall customer experience.
- Brand Consistency: All elements of your packaging, including the colors and logos, to the tone of a thank you note, mirror your brand values and identity and how it can build a connection to your buyers.
All of these contribute to the social media phenomenon of unboxing. In the last 12 months, there were a total of 5 million posts with the “#unboxing” caption on Tiktok. Some of those videos managed to get millions of views. Not to mention, YouTube reports that in 2023 alone, unboxing videos got 25 billion views.
Today, many brands design specifically with unboxing for social media in mind, crafting every layer of the package to encourage sharing, filming, and tagging.
Why the Unboxing Experience Is Crucial in eCommerce
In a digital-first market, ecommerce packaging is no longer just a protective layer, it’s a direct channel for emotional engagement and brand loyalty. There are no physical stores to begin with, no helpful salesperson, and no comforting in-store atmosphere. So, the box that lands on their doorstep is your brand’s physical first impression. Studies found that 60% of consumers would avoid repeat purchases if an online order arrived badly packaged, and 72% stated that packaging design influences their buying decisions.
This leads to the thought that the carefully designed unboxing experience can greatly influence customer perception and loyalty. This positive first impression is an important step in building a long-term relationship and prioritizing the customer’s value.
In the absence of a physical store, your eCommerce packaging becomes your most tangible brand ambassador. More than just aesthetics, customer retention through packaging is now a proven strategy, delivering emotional impact that keeps buyers coming back.
Unboxing Experience as Free Advertising: Your Organic Marketing Engine
Herein lies the true power of an exceptional unboxing experience: it transforms customers into creators and advocates. When a package is not just a box, customers are far more likely to share it on social media.
This type of content is called User-Generated Content (UGC) and This represents the peak of modern influencer marketing.
- Authenticity: UGC garners 50% more trust and 20% more influence compared to brand content.
- Reach: It shows off your brand’s visibility to newer audiences, you otherwise would not have organic reach towards.
- Cost-Effectiveness: This form of marketing is free. The investment is in the branded packaging itself, which is then naturally crafted.
This evolution of packaging design also plays directly into influencer marketing, as creators seek visually appealing packages that photograph well and tell a story. Influencers in every niche, from tech to beauty, build entire content strategies around unboxing for social media.
Brands that provide a memorable experience are often featured without paid partnerships. One great example is the iconic, fan-targeting packaging of subscription boxes from Loot Crate as they are designed for customization for every month’s theme. This includes a unique product with instructions on how to get the perfect unboxing experience!
Key Elements for a Memorable Unboxing Experience
In fact, the best unboxing experience doesn’t require an overhaul. By incorporating a few key elements, you can already change a standard delivery into instant brand recognition. Here are some of the most effective components for custom packaging:
1. Custom Mailer Box with Inside Print
A standard mailer box that features a custom-printed design on the interior. The outside can remain simple and discreet, while the inside delivers a print that surprises consumers when they open it.
The designed interior contrasts with the plain exterior, making the customer feel like they’ve been led on in a secret, ultimately enhancing the perceived value of the product inside. Brands that invest in high-quality branded packaging are able to create a sense of exclusivity and consistency that sticks in a customer’s memory long after the product is used.
2. Branded Tissue Paper
Utilize lightweight paper, often printed with a logo or custom pattern, generally used to wrap products inside the box. Why? Well, this branded tissue paper adds a layer of anticipation. It also enhances brand identity with effective layering and utilization of textures.
3. Custom Stickers or Seals
Using branded adhesive stickers, whether to seal the box or serve as a final touch, instantly elevates the packaging, making the entire presentation feel complete and cohesive. Stickers or seals are considered to be one of the most cost-effective branding tools. It’s been discovered that 72% of businesses report that custom stickers are a cost-effective way to boost brand engagement, and 65% of consumers say customized packaging (including sticker seals) enhances the perceived value of a product.
4. Rigid Gift Boxes
A sturdy, high-end box crafted from thick paperboard, commonly used for luxury goods, gift sets, or premium products, instantly conveys quality. Unlike collapsible packaging, rigid boxes offer weight, structure, and durability that speak volumes about your brand’s professionalism.
Their premium feel doesn’t just impress at first glance but it leaves a lasting impact. That is why customer retention through packaging is becoming a measurable metric as brands recognize the link between memorable presentation and repeat purchases.
5. Personalized Thank You Cards
A small, branded “thank you” card included in the package adds a thoughtful, human touch to the customer experience. It conveys genuine appreciation and makes the recipient feel personally valued. This simple gesture can go a long way in building emotional connection. To elevate its impact, consider adding a handwritten note or a personalized discount code. These small details can significantly boost customer satisfaction and encourage repeat purchases.
6. QR Codes on Packaging
In the modern world, a scannable code printed directly on the box or an insert card is already standard practice. This simple addition transforms the unboxing experience into an interactive journey. Whether it links to a “how-to” video, an exclusive offer, your brand story, or a review page, the QR code seamlessly guides customers toward their next action.
Conclusion: Packaging as a Marketing Channel
It’s time to stop treating eCommerce packaging as just another expense in your shipping budget and start recognizing it as a powerful, underutilized marketing asset. In a landscape where customer acquisition costs continue to climb, building lasting loyalty and delivering value to existing customers has never been more critical.
Design your unboxing experience with intention. Go beyond the basics and take a moment to assess your current packaging. Are you simply delivering a product, or are you creating a memorable moment? Even small, intentional upgrades can yield significant returns by enhancing customer satisfaction, sparking genuine social engagement, and fostering lasting brand loyalty.
Your next customer isn’t just opening a box, they’re opening a brand experience. Make sure it’s one worth remembering. That’s why you should choose OriginalityPack, the leading one-stop-shop for high-quality paper packaging and printing worldwide.
