How to create the unboxing wow factor with custom tape
- , by Jo Hilton
- 10 min reading time
There’s absolutely nothing wrong with standard tape. It does the job keeping packages safe and secure during transit. Customise it though and you’ll be able to create an unforgettable yet cost effective unboxing experience for your customers.
But why is unboxing so important and how exactly can custom tape help?
In this article, we’ll look at why creating a great unboxing experience for your customers is vital in today’s crowded e-commerce marketplace. Then, we’ll look at how custom tape can help you achieve that wow factor.
Why unboxing matters
First things first, why is the unboxing experience so pivotal to e-commerce success? And what exactly is unboxing?
Origin
Unboxing is a word that didn’t exist until the beginning of the 2000s. According to Wikipedia, it’s “the process of unpacking consumer products… which is recorded on video and shared online”. Wikipedia explains that the first unboxing video appeared in 2006 and, later that year, the word ‘unboxing’ was being used regularly in search engines.
Initially, unboxing videos predominately featured hi-tech gadgets, but soon, consumers were posting videos of themselves opening of all sorts of products online. Fast forward to today and nothing is off limits. From makeup, clothes and fashion accessories to toys, electronic items, subscription boxes and health and fitness supplements, the unboxing trend doesn’t discern and it’s going nowhere.
Nowadays, most of us don't record ourselves opening our parcels and uploading them for others to watch. However, offering a good unboxing experience is no longer a nice-to-have option. Retail experts agree that it’s fundamental to the branding and success of a company for every company. Over the years, unboxing has morphed into a powerful e-commerce marketing tool.
So what are the reasons for its popularity?
It’s a feeling
Firstly, unboxing something - or in old language, opening a parcel - feels good. There’s the initial anticipation of holding an unopened package in your hands. As with any wrapped present, this is a moment to be savoured. And of course, this enjoyment is often accompanied by that small but delicious element of fear and uncertainty, will I like what’s inside or not?
Next, comes the removal of layers: clever box opening mechanisms, tissue paper, bubble wrap, the peeling back of stickers, the reading of a personalised note, etc. It's the theatre of packaging that guides you towards the big reveal. This is both a visual and sensory experience.
And just like any captivating story, where there’s been a beginning (receiving the parcel) and a middle (opening the parcel), there absolutely must be a satisfactory ending: the 'ta-da’ moment.
For a human conditioned to look forward to birthdays and Christmases, each stage of the unboxing experience is satisfying and faintly nostalgic. And the best bit? That wow moment when what's inside is revealed in all its glory.
It’s authentic
Another reason unboxing has proved so popular is because people can't get enough of unboxing videos. In 2023, for example, YouTube tracked "more than 25 billion views with 'unboxing' in the title".
Unboxing videos are considered by many consumers to be authentic and therefore trustworthy. The audience knows they’re not watching a manipulative advertising campaign put together by some slick executive, but instead, a genuine customer who has nothing to lose or gain from an honest review of the product (and by extension, the company or brand). The audience gets to see a genuine reaction on the face of the person doing the unboxing. It’s real time, unscripted and unpractised and so it also feels far more open and transparent and even more importantly, viewers get to see a product in all its detail before making a commitment to purchase.
Live vicariously through the unboxer, but with no risk attached, viewers can ‘try out’ products before they buy them and look forward to having their own unboxing experiences.
It’s a way of connecting
These days, the unboxing experience matters so much, because, even for those consumers who aren’t filming the progress of their every purchase, it’s a way for a brand to connect with them making them feel valued in the process.
Traditionally, businesses have had a multitude of ways to do this. A decade or so ago, consumers weren’t receiving the majority of their purchases through the post. They were heading out to shops and department stores where retailers with bricks and mortar space would go to great lengths to establish an emotional connection with these customers. Cultivating a branded shopping experience in order to earn customer loyalty, they also increased their sales. This was done in a multitude of ways from persuasive sales assistances and cutting edge merchandising strategies to store layout and window display.
The retail world since the rise of technology looks very different. Consumer habits have changed dramatically, helped along by the experiences of many during the Covid Pandemic. Enforced isolation increased the need to buy remotely and gave rise to heightened levels of impulse buying. People also spent more time on their phones where various social media platforms encouraged them to embrace their shopping mindset.
Now, people are used to shopping on-line and, regardless of their demographic, they like it. Consequently, brands are able to create far fewer touchpoints with their customers. But customers still need to feel valued. If they do, they're far more likely to be loyal and recommend a product to others. That's why unboxing is vital.
Why custom tape is an important unboxing tool
So why is custom tape important? After all, it's a simple material. So how can it elevate the unboxing experience?
Brand presence
Custom tape on a box does a brilliant job of reinforcing a brand’s presence by increasing its exposure. In a crowded market place, it helps a company stand out and become far more memorable.
Take Amazon Prime’s tape, for example. Without consciously thinking about it, we recognise it instantly and that's because we see it all the time. Improved brand awareness leads to increased sales, customer loyalty and market presence. Custom tape is an easy way to achieve brand awareness goals cost-effectively.
Professional appearance
Custom tape looks professional and polished. It indicates a level of attention to detail that shows that a company is passionate about its brand as well as their customer’s experience. It demonstrates a level of commitment to the whole order fulfilment process from leaving the warehouse, being in transit and finally, safely arriving at its destination.
Take our customer, Jazzman Records, as another example - utilising their printed paper tape to create a cohesive branded unboxing experience.
Communicates commitment to security
Custom tape gets your parcel, package or box to the customer securely and safely just as well as good old-fashioned packaging tape. However, a certain type of custom tape also acts as a tamper-proof device. This is because the sealant in the tape bonds with the cardboard rather than simply adhering to it. It's therefore unable to be peeled back and resealed without obvious damage being left behind. Peace of mind for you and peace of mind for the customer.
Accessibility
Custom tape promotes accessibility. It helps the customer identify the contents of a carton and know what's inside immediately. And once a customer has received their package and the tape is no longer acting as an anti-tampering measure, it's easy to remove.
Cost-effecive
Custom tape is extremely cost-effective. This is because it takes care of many different delivery process flashpoints: keeping a parcel safe and secure, acting as an alert regarding tampering or mishandling, serving as an advertising opportunity and helping establish the customer’s emotional connection to a brand.
Relatively inexpensive to purchase, it can negate the need for more expensive box design and branding.
Another bonus is that it is easy to apply and when used in conjunction with a tape dispenser which can be pre-programmed to provide exact lengths, there can be zero wastage as well as lots of time saved on labour.
Conclusion: Join The Club
If you want to gain a competitive advantage in the e-commerce market place as well as increase customer loyalty and levels of retention, then you need to use custom printed tape. What’s more, consider getting your custom printed tape from The Packaging Club.
It can come printed with your logo and/or design, or in a choice of four vibrant colours. Additionally, use it with our automated tape dispensing machines to minimise waste and save time. If you're not in the market for a dispenser, no problem. Our tape can easily be applied by hand.
Why? Well, we can offer a 10 to 20-day lead time on all our custom printed tape. And when you switch suppliers to us, we offer free artwork set up and tooling. An added bonus is that our tape is all manufactured and printed in the UK and we have a choice of adhesive to suit your specific needs. Maybe you have an ultra bespoke requirement? We are experts in the packaging industry especially in terms of individualised solutions based on data.
Give your customers the wow factor that they want and deserve. At the same time, do your company a favour by creating memorable customer experiences which will elevate both your brand and your products. Join The Packaging Club and order your custom tape today.
