I fell in love.
I could virtually hop from store to store and explore new
trends and old favorites. However; as I aged I began to notice that there are
many subtleties to the presentation that creates the “wow” factor with
customers. One such area that not many business owners take into account is the
packaging. In this case, I am talking about the packaging for shipping and
fulfillment.
Many business owners may see it as a just a box, but to
customers, like myself it’s so much more; subconsciously, it’s part of the
experience. Likewise, the business can benefit from taking the additional
effort into their shipping and packaging to keep costs low, create less strain
on employees, and do considerable good for the environment.
When I order expensive or even inexpensive items online I
expect for companies to treat my items how I would. I recently purchased a few
work items from an expensive women’s retailor, a splurge to say the least. I
was surprise to find that the company did not package the items in any fancy
tissue or packaging; however I did appreciate the simple quality of the
package. The day the shipment was delivered it was pouring raining I of course
do not arrive home until late in the evening. I was devastated to think my
expensive clothes would be ruin by the rain, but to my surprise the clothes
were so carefully placed in two boxes an outer and smaller inner box completed
with plastic lining to protect the clothes I was pleased. I removed my clothes
from the package and they were dry as a bone.
A major benefit of packaging is the design. The design
creates a subconscious bond to the brand which improves the visibility. Not only do individuals take notice on the outside but by
customizing the box you actually create an experience upon its own, which has
become the “thing” now called unboxing.
A great feeling of unboxing can continue to drive up the emotion of the
consumer, upon receiving their package, which carries over to the enjoyment
with the product. By creating this complete experience a business can improve
the chances of a customer returning and sharing those experiences with friends,
family, and on social media (further improving buzz).
Unfortunately UNBOXING is not as rewarding for everyone. Check out this UNBOXING fail!
