Unboxing isn't just a social media trend; it's often the first and sometimes the only physical interaction ecommerce retailers have with customers. Thoughtful e-commerce packaging design positively influences consumer emotion, satisfaction, loyalty, repeat purchases, and word-of-mouth promotion.
We are in the midst of one of the most important seasons for online shopping, and it is expected to be followed by consistent record volumes. When planning your e-commerce strategy, consider the following factors that contribute to effective packaging design.
E-commerce packaging should be as practical as it is beautiful. Careful choice of padding and other packaging materials that protect contents in transit mitigates damage. Damage can of course lead to returns. In addition to the cost of a lost sale, processing a return can include a variety of expenses including item replacement, warehouse labor and shipping, not to mention the more sustained cost of losing customers.
The size and shape of product packaging is a factor that should always be considered in the design process, from both the retailer and consumer perspective. Ill-fitting packaging not only has the potential to create unnecessary costs for sellers in terms of warehouse storage, shipping and damaged products, but consumers find it annoying. In fact, 80 percent of online shoppers surveyed in the 2019 Consumer Ecommerce Study reported being somewhat or very annoyed by oversized packaging.
By the holiday season, marketers who understand the influence of brand experience on future customer transactions are doing their best to make unpacking an online order feel like a kid in the morning. of Christmas. Emotion can be injected at that moment with unexpected added value, for example, a gift sample that complements the purchase.
A personalized retail packaging and fulfillment study confirmed that, like receiving a gift or eating chocolate, the act of unpacking increases levels of dopamine, serotonin and oxytocin in the brain. These chemicals are often associated with excitement and desire, making people want to come back for more to replicate these feelings. For e-commerce brands, this translates to repeat purchases, and can also compel happy customers to share their experience with others through videos, photos, reviews, and unboxing recommendations.
Your packaging is the first impression of your brand. The materials, color scheme, and overall feel of the packaging your customers receive after making an online purchase should be consistent with the rest of your brand portfolio, creating a seamless customer experience across the omnichannel landscape.
The time to unbox is all about deliberately presenting items in a way designed to give your customers, and in turn, your business, the added value of a memorable and shareable experience. Do you want them to feel pampered with luxurious tissue paper, ribbons and other decorations? Proud to support a company whose packaging prioritizes sustainability? Buoyed by the time and care put into those special custom touches? Establish the desired emotions you want your customer to have when laying eyes on that box or bag and mold your design around it.
According to Accenture's personalization pulse test, 91 percent of consumers are more likely to shop with brands that provide relevant offers and recommendations; The Privacy and Personalization Report A SmarterHQ study found that 80 percent of self-proclaimed frequent shoppers only shop with brands that personalize their experience. These are just two of many reports demonstrating the important role personalization plays in attracting and retaining customers.
Showing customers that you appreciate them and are interested in understanding who they are and what they want helps build trust and loyalty. It also separates your brand from the pack. Even something as simple and inexpensive as personally directing a thank you note from a company leader can seal the deal.
Don't let unboxing be the end of the e-commerce. Keep your customers engaged, motivated and connected by including a call to action on or within the packaging. Provide coupons, discount and referral codes, loyalty rewards, and personalized hashtags as part of a strategy that motivates customers to share their experience, make future purchases, and encourage others to do the same.
Designing the way your customers will unpack an online order is an opportunity to tell a story and make an emotional connection, but it extends beyond the customer experience. Getting a positive response increases the likelihood that customers will recommend your brand to others, creating a marketing ripple effect that can increase brand awareness, customer loyalty, and referrals.
