IS YOUR PACKAGING HURTING YOUR BRAND VALUE?
The idea of the “unboxing experience” is no longer a new phenomenon. It’s also no longer an afterthought. Companies around the world are investing thousands of hours researching how they can create the most memorable and unique unboxing experience through their packaging.
According to Think with Google:
Unboxing video views have grown 57% over the past year, and uploads have grown more than 50%. But it’s not just the growth in the unboxing genre that’s impressive—it’s the sheer volume, too. It would take more than seven years to watch all the videos on YouTube with “unboxing” in the title that have been uploaded so far just this year. And those videos have more than a billion views in this year alone.
The Role of Design + Kitting
At Morrisette, unboxing is nothing new. We have been curating customized unboxing experiences for our customers for years. The process starts in the Design Center. Our Design Center offers full color prototyping, along with artwork and branded experiences.
Then our kitting team gets involved to create the perfectly assembled packaging for your customer. The goal with kitting is to create a package that can be easily replicated, whether through manual or automated processes.
The Customer Journey
Considering the customer’s experience with your brand and products is essential when it comes to brand value and creating an unforgettable, sharable experience through packaging products. This has become essential in the e-commerce era. Some examples of custom branded packaging include branded boxes, tissue paper, and tape. Foam and other molds also create a nice unboxing experience, as the items stay organized and more presentable.
In our design center, we help our customers show their unique brand elements in their packaging so that their customers feel connected to the brand at all times. This can be done through graphics and printing, as well as materials. Here’s a few examples of how this has come to life for our customers:
Having a kitting process makes it easier to incorporate branded box add-ins while maintaining an efficient packing process. For example, some skincare companies package their products with instructions or welcome information about their brand. Shoe companies will add extra shoe laces or a coupon code for the customer’s next purchase. Clothing rental company, Rent the Runway, includes helpful instructions and materials needed to return the items after the rental period.
Think about what your customer needs to know and what they care about when the product arrives. Don’t forget that this could be the first time they ever have a tangible interaction with your brand (besides your website and online shopping journey), so it needs to be memorable.
Selecting the Right Materials
As we think through the customer’s experience, we want to make sure that the selected packaging materials are in line with the customers values. For instance, many shoppers that prefer organic ingredients are also likely to purchase sustainable products that are good for the environment.
On the contrary, customers that are looking for a bargain are more likely to be ok with a packaging solution that doesn’t necessarily have an eco-friendly story.
Taking it further, the materials should be protective to reduce damages. The harm done to the environment when products arrive damaged is exponential. You can learn more about the impacts of damages on the environment and your bottom line here. One of the important points is that customer brand loyalty plummets when the customer receives a damaged item.
E-Commerce & Gift Giving
Even before Covid-19, people were starting to go online to purchase a gift and have it sent directly to the recipient. No matter the occasion, it is an easy way to show someone that you care. Personalizing this experience is critical if you are going to offer this option for your customers.
According to our supplier, Pregis:
The survey participants were asked on a scale of 1 to 7, how likely they would be to gift their product/package combination. The group that had the premium package gave an average response of 4.2. The economy group came in at 3.6. That’s a 15% difference, which retailers would view as a significant competitive advantage in the customer acquisition war.
What should you do next?
The bottom line is that your packaging has an opportunity to show the value of your product to your customers. Unfortunately, sometimes your packaging can do the opposite and create a negative experience for your customers. Even if they would have loved your product, the packaging experience could ruin their impression of your brand.
On the other hand, when you create a stand-out and easy unboxing experience for your customers, they tend to see your product in a more positive light. The packaging value adds to the product value, creating the increased brand value your business depends on.
Contact us or visit our design center to learn more about packaging brand value and how our team at Morrisette can help you stand out in the eyes of consumers.