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BizReport : Ecommerce archives : February 25, 2016

Is your packaging worthy of an "unboxing" share?

Delighting your customers with custom packaging not only gives a good first impression, but can lead to social sharing in the form of "unboxing" content, according to Shorr Packaging.

by Helen Leggatt

Shorr surveyed 100s of online shoppers in the U.S. to ascertain and try to understand custom packaging preferences and how shopping frequency and spending impacts those preferences. Their survey revealed that Premium Shoppers - those that spend $200 or more per month online) place a value on custom packaging design.

Custom packaging is more than just branded packaging, says Shorr. Instead, it is the coming together of custom printing, design and even sizing which, as well as building brand recognition, can also lead to reduced shipping costs and less damage in transit.

Furthermore, custom packaging is the first experience, both visual and tactile, that a customer has with a brand. According to Shorr, "a first impression is formed within 100 milliseconds and often remains intact even when contradicted by factual information". In fact, 42% of respondents to Shorr's survey said they were "very likely" to notice custom packaging when they first receive an item while only 2% said they were "very unlikely" to notice.

Another aspect of custom packaging that brands need to consider is the rise of "unboxing" videos (in which shoppers record and share the act of unpacking a product) and images being shared online. The number of Youtube videos featuring "unboxing" has risen a whopping 871% since 2010 and 43% of Premium Shoppers said they were likely to "show off" custom packaging to friends and family.

Research conducted by Dotcom Distribution last year found that consumers appear eager to share photos of an online purchase when they are impressed with the branded packaging or gift-life packaging. Thus, brands can influence social media sharing by packaging their products in a way that will encourage recipients to share photos and video. At the time of the research in June, 2015, 36% of consumers had watched an "unboxing" video and 55% of that group purchased a product as a result.

"Boring brown boxes represent lost opportunity," said says Maria Haggerty, CEO of Dotcom Distribution. "Retailers can leverage consumers as influencers to grow their brand and fuel future purchases by giving online shoppers more reasons to share their experiences."

Image via Shutterstock

Tags: Dotcom Distribution, ecommerce, packaging, unboxing

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