In today’s eCommerce landscape, the majority of customers interact with you only two times, once when they make a purchase on your website and then again when the product is delivered. Improving your website’s conversion rate is very important and gains a lot of attention in the eCommerce industry, while the anatomy of the unboxing experience is too often overlooked.
As the marketplace for physical products continues to transition online, the customer experiences far less interaction with the actual company. These lost opportunities for a business to impress through exemplary service will need to be compensated for in other ways.
According to Small Biz Trends, the probability of selling to an existing customer is between 60 and 70 percent, while the probability of selling to a new customer is between 5 and 20 percent.
Receiving packages by mail is currently a very impersonal experience—a plain brown box is left at your doorstep and often lacks any variation in presentation. This consistency in unvarying package delivery leaves the door open for brands that can make for a memorable unboxing experience.
Small but noticeable improvements, such as branded shipping boxes and hand-written notes, can turn an otherwise standard box into an event worth sharing on social media.
In this infographic, we detail the anatomy of the ultimate unboxing experience and tips on how to ensure your customer has a positive experience.
A negative unboxing experience should be avoided at all costs since, according to Zendesk, 95 percent of consumers will share a bad experience with other people. For example, the growing concern with consumers today is waste, which is why it is important to limit the amount of unnecessary packaging your customer will need to manage.
Optimizing premium packaging is especially important for larger and fragile products when considering how the shipment will be received by the customer. If the product is vulnerable to damage during transit you will want to consider using thicker, double-walled boxes with reinforced H-tape, and stronger infill.
Consumers today are detached from the shopping experience and are moving further away from the immediate gratification once felt when purchasing in-store. This is why focusing on the remaining areas of your brand’s exposure to customers should be prioritized.
Optimizing the unboxing experience should not be overlooked when considering its impact on overall customer satisfaction.