The ecommerce and unboxing are experiences for consumers who have been explored and treated with more attention during the last time. Although they are not new ideas, they are ideas that have become fashionable and therefore have been included in many sales and positioning strategies.
On the one hand, ecommerce is online sales, commonly hosted on a website, although it can be on another platform or social network. On the other, there is unboxing, which consists of the experience of opening the packaging of a product. Engagement is sought, the ability of the brand to create relationships and value with its users through an exceptional experience.
“In 2019 alone, the total value of e-commerce packaging in Latin America reached $ 37.5 billion and it is expected that in 2023 this figure will reach $ 63.3 billion.”
According to the report The Future of Corrugated Packaging to 2023
This has led to several new marketing actions and has also helped small entrepreneurs to gain volume and take over markets in which it was previously difficult to compete. He has challenged large companies to consider in their strategies all the elements that involve the delivery of the product.
Packaging: the key factor in unboxing
Although ecommerce is primarily digital, it involves offline elements. Among them, packaging is the most important because it directs perception, achieves brand positioning, and creates a real link between consumers and brands.
The packaging must take into account that it becomes a customer loyalty agent. So, what aspects should be considered in the packaging to achieve your objectives beyond protecting the product (s)?
- Interactivity., Creating packages that lend themselves to interacting make a difference. This can be achieved with flaps with messages, in different shapes or with QR codes. The objective is that the packaging is not only the place where the product comes from, but also that it generates a pleasant experience for the consumer with the product, representative of the brand.
- Personalized and differentiated design. It is not only important to achieve a design according to the brand, with its colors, shapes and logos, but it must stand out, creating a memorable experience for the client.
- Functionality and ease of use. While it is important to have creative packaging, the main thing is that it fulfill its main purpose: to protect the product that it carries. Also, it should be easy for the user to open and interact with it. Otherwise, we could create a negative customer experience.
If a consumer gives your brand the opportunity, take advantage of every moment to convey the value of your brand and the correct message. Create experiences for your customer using custom packaging in your unboxing.