The Importance of Optimising the Unboxing Experience

24 March 2021


Fashion hauls, health food hampers and gaming gadgets. Since the mid-twenty-tens, the trend of revealing one’s latest bargain buys and big money spends has found huge popularity across the internet’s largest social platforms.

The popularity of unboxing content is perhaps best exemplified by YouTube starlet Lewis Hilsenteger, whose electronics reviews channel has amassed over 18 million subscribers since 2014.

With latest 2020's lockdown rendering large swathes of the population housebound and without access to window shopping therapy for close to four months, countless content creators across the internet enjoyed increasing popularity and increased traffic on their channels.

The boom in product reviews presented a significant opportunity for brands to bolster their image and brand-build by maximising their green credentials via design quirks and space-saving innovations, since the process of peeling away outer packaging to unveil order contents has become central to the presenting process.

Packing for the consumer

The recent increase in e-commerce shopping and subsequent growth in demand for postal packaging has birthed mounting concerns over the sustainability of web-based buying, though.

Across a growing number of social platforms and web forums, shoppers have highlighted the impact of oversized cartons and excessive bundles of plastic void fill landing on their doorstep, reflecting the widespread national concern over single-use plastic and packaging sustainability.

A recent survey conducted by Smurfit Kappa found that 35% of fashion consumers across the UK, Ireland, Germany and the Netherlands wouldn’t complete an online order if its packaging weren’t environmentally friendly.

Nevertheless, Amazon, Primark and ASOS were among a handful of retailers that experienced exponential growth throughout 2020 and 2021, maximising their infrastructure and flexing their marketing might to capture the wave of online orders.

Despite the continued sales growth of major national retailers last year, though, many consumers have sought to redirect their spending to support independent businesses, shunning retail’s largest players in the process, citing a desire to replicate a personalised in-store shopping experience and offer backing to local businesses.

Bolstering your brand

There are numerous factors to consider when crafting premium packaging; beyond ensuring durability, product protection and a pain-free unboxing experience, independent businesses can add value and create impact in their order fulfilment through striking patterning, novel messages, material choices and personalisation. Likewise, reusability can serve to positively bolster brand image and help to connect retailers and customers by reducing waste levels and providing added value in the customer’s purchase.

Alima Pure spearhead the reusability movement by placing social and environmental awareness at the forefront of their product packaging, shipping out its range of makeup lines in refillable compact containers.

Taking symbolism in packaging to new heights, Romania-based agency Ampro Design impressed new clients recently by gifting employees with innovatively designed two-headed wine bottles, design to be poured from either end, signifying the reciprocity of new business partnerships. Read more.

With the uncertainty of a post-pandemic economy ahead, the continued growth of e-commerce markets seems likely, as businesses look to mitigate the inherent risks of setting up bricks and mortar operations and taking on the expenses associated with physical retail spaces.

Whether you’re looking to transition to a greener packing process or craft luxury packaging that reflects your products’ quality and uniqueness, Allpack are on hand to help you engage with your customers and build lasting relationships through innovative, sustainable solutions. Contact us.

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