Some of you may roll your eyes at this, but the first time I saw impressive product packaging was when a good friend bought an Apple TV for me. It was the first Apple device I ever received, and the experience most likely led me to the dozens of Apple products I have now. One of the more amazing unboxing experiences was my first MacBook Pro. The box was perfect, and the MacBook was positioned perfectly as you slid back the packaging to see it. It looked and felt special… so much so that I look forward to getting a new MacBook Pro every few years (I’m overdue right now).
This is in contrast to a laptop I purchased last year. It was not an inexpensive Windows Laptop, but I was stunned when they brought it out. It was packaged in plain brown cardboard, and the power supply was wrapped in a bag and shoved in a white, thin paper box. While the laptop was beautiful, the unboxing left nothing to the imagination. It was honestly disappointing. Worse, I wondered whether the company behind the computer wanted to impress me or if saving a few bucks on packaging was more important.
Unboxing
As e-commerce continues to reshape the retail landscape, how brands interact with their customers has evolved dramatically. Digital marketing, optimized websites, and robust customer service channels dominate the conversation around customer engagement. Yet, one moment remains incredibly personal and impactful in the buying journey: the unboxing experience.
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.
Jake Rheude, Red Stag Fulfillment
When customers open a package, they’re not just receiving a product—they’re tangibly experiencing your brand. This often-overlooked interaction can be a make-or-break moment for retention, word-of-mouth marketing, and long-term loyalty.
What Is the Unboxing Experience?
Unboxing is the moment a customer physically opens a package and interacts with its contents. For many, especially online shoppers, it replaces the sensory experience of in-store retail: the feel of the product, the ambiance, and the personal interaction with sales staff. A dull or careless packaging job can turn this intimate brand moment into a forgettable—or worse, negative—experience.
Think of it this way: a plain brown box with generic infill and no branding offers no emotional payoff. The product might function just fine, but the customer is unlikely to associate any joy or surprise with the brand that delivered it. On the other hand, an attractively packaged box with thoughtful details—a pop of branded tissue paper, a thank-you note, or even a tiny freebie—can delight the recipient and deepen their emotional connection with the brand.
Why Unboxing Matters More Than Ever
Unboxing is no longer just a functional step in the order fulfillment process—it’s a storytelling opportunity. In a crowded eCommerce environment, differentiation is difficult. Many businesses focus on website optimization and marketing funnels to improve conversions, but customer retention is often where the most sustainable value lies.
The probability of selling to an existing customer is between 60 and 70 percent, while the chance of converting a new one hovers between 5 and 20 percent.
That makes customer experience post-purchase one of the smartest investments a business can make. The unboxing moment is right at the center of that experience.
Further, customer sentiment during unboxing has a ripple effect. A negative experience—such as oversized boxes stuffed with wasteful packaging—can generate lasting dissatisfaction.
95 percent of consumers will share a bad experience with others.
In contrast, a great unboxing can prompt social media shares, unboxing videos, positive reviews, and repeat purchases—all powerful organic marketing levers.
Designing a Memorable Unboxing Experience
Fortunately, a luxurious unboxing experience isn’t exclusive to global retail giants. Small and midsize businesses can create meaningful packaging moments with simple, thoughtful touches.
Start with the Box: The shipping box is the first thing a customer sees. It doesn’t have to be ornate, but branded packaging—custom boxes or packing tape—instantly signals professionalism and care. Even if exterior branding is kept minimal for security or cost reasons, printing a message or artwork inside the box adds a surprise-and-delight element that elevates the experience.
Upgrade the Infill: Functional packaging materials like tissue paper, crinkle paper, or recycled cardboard infill don’t have to be boring. Printed tissue with your logo, color-coordinated crinkle paper, or eco-conscious packaging that aligns with your brand values can show your customer that you’ve considered every detail.
Stage the Product Thoughtfully: How the product is presented inside the box matters. It should be the focal point, not buried under accessories or packaging waste. When arranged neatly and carefully, the unboxing mimics the pleasure of receiving a gift, not merely unpacking a shipment.
Include Thoughtful Extras: Small gestures can go a long way. Handwritten thank-you notes, discount codes for future purchases, free samples, or even a pre-printed return shipping label all contribute to a frictionless and warm customer experience. These additions say: We care about your satisfaction after the sale, not just before it.
Encourage Social Sharing: The unboxing experience is inherently visual and emotional, two qualities that perform well on social media. Including a card inviting customers to post their unboxing or tag your brand in their photos helps turn happy customers into brand ambassadors. This user-generated content is free marketing and a powerful form of social proof.
A Competitive Necessity, Not a Luxury
What once might have been considered a novelty is now a competitive imperative. The stakes have been raised with unboxing experiences becoming a viral genre on platforms like Instagram, TikTok, and YouTube. Customers don’t just expect their order to arrive undamaged—they increasingly expect to be impressed.
The good news is that delivering a great unboxing experience doesn’t require massive budgets. On the contrary, small businesses often have an advantage: they can add a personal touch that feels authentic rather than manufactured. A handwritten thank-you note or a piece of unique, branded artwork can mean far more than mass-produced packaging ever could.
Final Thoughts
As more commerce shifts online, the tactile moments where customers interact with your brand become all the more important. Unboxing is not just a functional step in the transaction—it’s a branding opportunity, a loyalty driver, and a customer experience differentiator.
Treat the unboxing experience as an extension of your brand story. Invest in the moment your product is physically revealed. That’s where emotional loyalty begins—and where your next sale might be quietly secured.
The infographic details each of these and offers additional advice on common pitfalls, such as oversized boxes, foam peanuts, complicated packaging, and weak tape.
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Originally Published on Martech Zone: Product Marketing: Unboxing Is The Overlooked Touchpoint That Can Transform Customer Loyalty