Ecommerce and Retail

Product Marketing: The Anatomy of an Unboxing Experience

Some of you may roll your eyes at this, but the first time I truly saw amazing product packaging was when a good friend bought an AppleTV for me. It was the first Apple device I ever received and the experience most likely led me to the dozens of Apple products that I have now. One of the more amazing unboxing experiences was my first MacBook Pro. The box was absolutely perfect and the MacBook positioned perfectly as you slid back the packaging to see it. It looked and felt special… so much so that I look forward to getting a new MacBook Pro every few years (I’m overdue right now).

Counter this to a laptop I purchased last year. It was not an inexpensive Windows Laptop but I was incredibly surprised when they brought it out. It was packaged in plain brown cardboard and the powersupply was wrapped in a bag and shoved in a white, thin, paper box. While the laptop was beautiful, the unboxing left nothing to the imagination. It was honestly disappointing. Worse, it made me wonder whether the company behind the laptop was really looking to impress me or just save a few bucks on packaging.

Consumers today are detached from the shopping experience and are moving further away from the immediate gratification once felt when purchasing in-store. This is why focusing on the remaining areas of your brand’s exposure to customers should be prioritized. Optimizing the unboxing experience should not be overlooked when considering its impact on overall customer satisfaction. Jake Rheude, Red Stag Fulfillment

We’ve designed a few inserts for our clients to include with their e-commerce products over the years. One was a simple thank-you card with a trackable discount that lead to better retention. Another was a social-sharing card that had all the company’s social accounts on it and a hashtag to share a photo of the order online. Whenever a customer shared their order, the company shared it via social media. It was a great way to recognize their clients online as well as get some social sharing to attract new customers.

That’s one of the focus areas that Red Stag Fulfillment has shared as a best practice in their infographic, Anatomy of the Perfect Unboxing Experience. The experts analyzed what produces the most impact with customers, including:

  • The Box – the exterior box design, packing tape, and box interior.
  • Filler and Packing Material –  branded tissue paper, crinkle paper, and cushioned packing material.
  • Product Presentation –  highlighting the main product and hiding accessories and documentation.
  • Going Above and Beyond – offering a free trial, including a return label, and promoting social sharing.
  • Importance of Inserts –  add a personalized note, and marketing material that advertises other relevant products and promotions.

The infographic details each of these and offers additional advice on common pitfalls, including over-sized boxes, foam peanuts, complicated packaging, and weak tape.

The Perfect Unboxing Experience

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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