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Packaging 3 min read

Unboxing Success: How Packaging Influences Repeat Business

By Rand Whitney November 21, 2023

Packaging plays a crucial role in influencing repeat business and customer loyalty. The unboxing experience has become a significant factor in a customer’s perception of a brand and their decision to make repeat purchases. Here are some ways in which packaging influences repeat business:

  1. First Impression Matters: In the last 10 years, eCommerce shopping has become increasingly popular. Without an in-store experience, the packaging is often the first physical interaction a customer has with a product. An attractive, well-designed box creates a positive first impression, making the customer more likely to remember the brand and consider future purchases. It’s also a primary source of information and instruction on the product.
  2. Brand Identity and Recognition: Packaging can reinforce a brand’s identity and values. Consistent packaging design helps customers easily recognize the brand and associate it with positive experiences, leading to increased brand loyalty and repeat purchases. Maintaining consistent design across product, website, advertising and packaging.
  3. Enhanced Customer Experience: Packaging that is easy to open and protects the product effectively enhances the overall customer experience. Nothing is more annoying than opening a package that requires scissors and a whole trash bag to throw out extra void fill. Customers appreciate hassle-free unboxing experiences, and this positive experience can lead to them choosing the brand again in the future. Companies like Dollar Shave Club have mastered clean unboxing experience and built their entire brand around having engaging, well designed packaging that feels more expensive than the product is.
  4. Shareability and Social Media Impact: Eye-catching and Instagram-worthy packaging encourages customers to share their unboxing experiences on social media platforms. User-generated content related to unboxing can significantly boost brand exposure, attracting new customers and increasing repeat business. Customers are far more likely to share an aesthetically pleasing box than a standard brown box.
  5. Differentiation from Competitors: In a crowded market, packaging can be a key differentiator. Unique and creative packaging sets a brand apart from its competitors and leaves a lasting impression on customers, making them more likely to choose the brand again over others. Brands today often rely on clean, bold design. Less is more when trying to stand out or get an important message into a consumer’s mind quickly.
  6. Perceived Value: High-quality packaging can elevate the perceived value of the product. Customers may associate premium packaging with a higher quality product, leading them to perceive it as worth the extra cost and encouraging repeat purchases. Custom inserts and high end graphics can lead to a product feeling more expensive. This means the consumer will have the feeling that they got a good deal for the price they paid.
  7. Packaging as a Part of the Product Experience: Packaging is no longer just a means of delivering the product; it has become an integral part of the overall product experience. Customers appreciate a seamless and delightful experience, and packaging is a critical component of that experience.

In conclusion, packaging significantly influences repeat business by creating a lasting impression, strengthening brand loyalty, and enhancing the overall customer experience. Brands that invest in well-designed, thoughtful, and sustainable packaging can expect to see higher customer retention rates and increased repeat business.