Imagine two packages arrive at your doorstep
For a moment, let's step away from theory and go to a real life example. Let's see how you would respond as a consumer.
You come home from work and two packages are sitting on your doorstep: one from Company A and one from Company B.
Company A arrives in a beautiful box. The colors are well thought out and resemble the same brand image as their social media profiles and website. Furthermore, you open the box and everything is neatly packed and organized. There is a small post card included greeting you as a customer, as well as inviting you to connect with them through social media.
Company B, on the other hand, ships in a blank corrugated box. The box is over-sized, contains way too many packaging peanuts, and your packing slip is folded carelessly.
Would you agree that equity skyrockets for Company A and brand equity nose dives for Companies B?
I think you'd say "yes" if you are being unbiased.
"Of course, it's better to be Company A, but does it really matter?"
This is where most brands are right now in their thought process. They "get it" but they aren't doing anything.
"Sure, I'd rather be Company A, but does it really matter and is it worth the effort to become like Company A?"
If building brand equity is important, yes. It really matters.
Because Company A makes B look really bad. Years ago, everyone was shipping boxes like Company B, and there was no barometer for comparison. Today is much different, as some brands (not many but some) have caught on. The standard for how any relevant brand ships their e-commerce products is changing quickly.
It's time that marketers wake up and realize that e-commerce packaging is not merely another component to procure. Rather, it's as central to your customer experience as your social media, website and customer service.
If you still need more convincing, let's talk about how unboxing can help with retaining customers and attracting new customers. I know that will get your attention.
How to retain customers via unboxing
There are a number of ways that a strong unboxing experience can help retain customers.
1. Stay relevant (and avoid looking like a dinosaur). How do you feel when a brand has an outdated website? Even if the company has a strong reputation and great products, you wonder whether or not they've lost their competitive edge -- whether they are in tune with what it takes to serve customers today.
The same thing is starting to happen to brands that neglect their unboxing. Customers will wonder why so many other brands have spent time creating a delightful unboxing experience and others don't seem to care. Our advice? Get started now before everyone else does it. Most brands still have not executed an unboxing with excellence. You can lead or you can play catch up -- that's your choice .
2. Share exciting news with customers. When a customer opens your e-commerce packaging, you have something that every marketer dreams of: Captured attention.
Today, it's really hard to get your customers attention. They skip your TV ads with DVR, they don't open your emails, and ignore your billboards. Yet -- if done properly -- you have the golden opportunity to share exciting news with your customers right when they open your packaging. News that will make them love you more and talk about you among their friends.
Are you opening a new store? Do you have a new product launching that they can be the first to learn about? Are you launching an exclusive line at a well-known retailer?
Captured attention is something so valuable, yet most will neglect it -- and most don't even realize they are neglecting it. It's hard to quantify the dollars left on the table by neglecting captured attention.
3. Get existing customers to follow & engage with your social media. Going back to the topic of "captured attention", consider including a call-to-action to prompt customers to follow your social media sites or participate with one of your hashtags (which will drive them to your social media profiles).