1. Memorable unboxing experience – Why and when?
“If companies want to increase their profile, specifically on social media, they must invest in the box as much as the product.”
Paul Marsh, Managing Director – The Packaging Experts
A memorable unboxing experience
occurs when a consumer is so inspired by the packaging and the visual impact of a product they have bought online, they want to share it on social media. The ways consumers interact with ecommerce packaging
– how they receive it, open it and engage with it - provide a big opportunity for brands, and can even help them go viral.
But when did this new trend appear in the digital world? What is its evolution
and how can we explain it?
According to Google trends, people have been talking about their “unboxing experiences”
for many years, but the term became widespread in 2008, as the “Unboxing Ceremony of Nokia E61” was the first to be recorded and published on youtube.
Since then, the trend has grown to reach a peak in 2014, before stabilizing until 2019, and decreasing slightly in the last two years (probably due to Covid’s impact). However, most years there are substantial peaks in the month leading up to Christmas.
Our role is then to co-create with our customers memorable unboxing experiences
. How? By identifying the best opportunities to increase brand loyalty across the different Moments Of Truth. As we looked at in our previous article
, these are shown on the left hand side: