When virtually any category of consumer product is eligible for the “unboxing video” phenomenon, you need to create unique out-of-box experiences (OOBE) to surprise and delight your customers. The resulting social media buzz and positive reviews can help secure the success of your brand.
The concept of “unboxing” as an event that deserves to be shared has gained more and more currency. The most popular videos include new electronics – i.e., new phones, tablets, computers, video game consoles, etc. – and all sorts of children’s toys. However, no product is exempt – did you see the one about a toaster? The challenge then is for product managers and marketers to know their customers and apply their superior design sense to ensure that the added publicity results in a net gain for the brand, driving customer satisfaction and leading to superlative star ratings.
Five things to get right when designing the ideal OOBE
1. Pre-unboxing experience
This is what it’s all about. Put yourself in your customer’s shoes. Understand their interaction with your product throughout the entire buying experience.
At the retail or home delivery stage, make sure the package is easy to lift. If assistance is suggested, label the package accordingly. Better yet, design the box to be easily carried by optimal positioning of carrying handles and balanced weight distribution. If the package should be handled or opened according to a prescribed method, especially when the product’s integrity is at issue, be sure to communicate opening instructions clearly. In any case, the package should be easy to open. Pay special attention to the first encounter with the product – was it worth the wait? Be sure to include clear and easy-to-find customer helpline contact information.
2. Easy assembly
This one is all too familiar: The dreaded struggle of putting together your latest purchase. Whether it’s flat-pack furniture, a new bike, or a dollhouse you’re trying to assemble at 11 pm on Christmas Eve. The presentation of parts and the amount and difficulty of assembly can have a massive impact on your customer’s experience.
Make the assembly process as intuitive as possible. Ensure product components are easy to identify and that the included instructions are written in easy-to-understand language. Supplement the instructions with easy-to-access online support and contact information to quickly address any issues with missing, broken, or defective parts.
3. Minimal waste
Excessive waste or excessive packaging can often be detrimental to the customer experience – adversely affecting your brand and making handling more difficult for retailers. A typical example is 1 or maybe 2 products shipped in a comically large overbox with excessive dunnage or void fill. From the consumer’s point of view, this can seem silly or – worse – profligate.
Amazon’s push for SIOC packaging (Ships in Own Container) that can withstand the rigors of ISTA testing without requiring overboxing and additional dunnage is a step in the right direction to minimize waste. If your product requires additional protective packaging for e-commerce shipments, carefully select the amount and type of dunnage. If void fill must be used, it’s best to use recyclable materials that can be compressed or condensed for disposal.
4. Sustainability-minded
I recently purchased some dining chairs. While they arrived undamaged, they were surrounded by EPS (expanded polystyrene) foam. Decidedly not recyclable or easily compressed or condensed for disposal, all that foam took me two weeks to slowly dispose of in my garbage bin. As a packaging engineer, I understand the importance of protective packaging to ensure your product can withstand the hazards of the supply chain. However, there are still many cases where I’ve purchased a packaged product and been left wondering why a better or more efficient design or material wasn’t used.
Some relevant questions to ask – are recyclable materials used for either primary or secondary packaging? Is the amount of poly bags used excessive? Are you using paper-based cushioning materials such as molded paper where appropriate? Is the packaging properly labeled for recycling?
5. Damage avoidance
Opening the package of a new purchase only to reveal a damaged product can be devastating. It deflates all the excitement and can start a chain reaction that can ruin the experience (and likely your star rating). That’s why you must conduct distribution testing on your product. There is no better way to prevent the “arrived broken” letdown.
The correct testing protocol will encompass all of the hazards your product may encounter along its journey to your customer (compression, shock impacts, vibration, and clamp handling, to mention but a few). Be sure your customers know who to “call” should they have any issues with the product’s quality or delivery. Excellent customer service can save the day.
You’ve invested significant time and resources into making a great product. You must be just as deliberate with your packaging and presentation decisions. Anything less leaves your customer’s out-of-box experience to chance. The unboxing should be the perfect introduction to your product. It can help build the kind of loyalty that will keep them coming back – and making awesome unboxing videos!
Encyclopedic knowledge of both your customers and your distribution network leads to great unboxing experiences. Chainalytics’ combination of top supply chain talent, proven methodologies, and exclusive market intelligence consistently puts our clients ahead of the curve. Reach out and see how our team of packaging consultants can help you deliver the kind of experiences that five-star ratings are made of.
Rob Kaszubowski is Director, Packaging Optimization at Chainalytics, where he focuses on reducing product damage and identifying and implementing value engineering initiatives while leading a team of packaging consultants.
