This month we look at how a delightful out-of-box experience can add value to a brand and the product inside.
These emotive first moments of a customer's experience of their new product can shape the future of their relationship with your brand.
A Little Luxury/A high quality out-of-box experience is vital for meeting customer expectations of premium products, and can dramatically elevate the perceived value of lower priced products. Use premium materials with a tactile quality to assure customers that their money was well spent.
The Sandeman 225th Anniversary Collection wines are packaged in a way that demonstrates the brand's commitment to the highest quality and celebrates their long history. The attention to detail in graphic design, structural design, material selection and texture give the cases collectible value beyond that of the drink inside.
Delay Gratification/ Anticipation and suspense are key to building an unforgettable out-of-box experience. Build in
multiple layers of interaction to take the user on a journey of unveiling their new product.
For the
Leica X2 Paper Skin Edition camera, a sample-book style unboxing experience draws out the final reveal for greater impact. Turning the pages of the book tells the story behind the limited edition product, increasing the customer's appreciation of the product when it finally appears.
Build Your Brand/ The out-of-box experience bridges marketing and product, providing an opportunity to reinforce the spirit of your brand. Create a cohesive user experience that will improve customer loyalty by bringing your packaging in line with your brand personality.
Following the success of their viral video launch, Dollar Shave Club has crafted every aspect of their customer experience to align with their tongue-in-cheek, user-focused brand personality. Subscribers can expect the witty one-liners to keep coming, making each box-opening a fresh encounter with the brand.
Sustainability/Demonstrate your commitment to the environment by creating an out-of-box experience that encourages more sustainable behaviour from your customers.
Abel&Cole go beyond simply encouraging recycling - apart from ethically sourced produce they also pride themselves on sustainable packaging, offering a collection service to make sure the packaging is reused over and over again.
Instructional/Why not design the out-of-box experience as an interactive quick start guide?Boost your customer satisfaction by leaving your customer with everything they need to set up and start using their product by the time they've unboxed it.
This user manual for the Samsung Tocco Lite provides an analogue solution for communicating complex set-up and use processes to less tech-savvy customers. Empowering all users to make the most of a product can open up whole new demographics, in this case elderly people.
A Personal Touch/Connect with the customer and thank them for their support! Let them know how valued they are and that their relationship with your brand goes beyond their purchase.
Ace&Tate provide a free Home Try-On service, and go to great lengths to make the experience personal and helpful. The package includes a personalised note, tips for how to choose from your four favourite frames, feedback on your #aceandtatehometryon selfies, and a pupillary distance measurement tool.
