The next example raises curiosity and awareness of after-use recycling possibilities. Research shows 62% of online shoppers are more likely to purchase from brands using sustainable packaging.
Moreover, “Returnability” features are key: they simplified life for the consumer by using glue tapes to reclose and resend the original product.
These examples, all made out of corrugated cardboard, a mono-material solution that enhances recycling rates (hyperlink – previous article).
Using sustainable products and communicating about it allows brands to cultivate an image of strong ethics and social responsibility. It has become a global concern, clearly shown by an increase in searching results of 140% within the last 12 months (Source: Google trends).
Finally, as we discussed at the beginning of the article, the concept of the “unboxing experience” started with electronic products. Let’s close the loop with another example from that industry.
First of all, consumers today are equipped with more electronic devices than ever before. The average UK household owns 9.16 devices. Secondly, society is increasingly concerned by the impact of so many electronic devices on the environment.
Therefore, we are seeing a huge demand for reconditioned products that are delivered online. To avoid shipping the original box inside a new box, we can offer a packaging design solution with a retention system that overcomes logistic strains while minimising resources and void.
To conclude, Packaging design has become a powerful tool that can have an impact throughout the customer journey. Not only does it help to engage and inform consumers, it can help to retain them too.
As a result, packaging plays an important role throughout the act of purchasing, where consumers are influenced not only by a product, but by the entire memorable unboxing experience – resulting in the Ultimate Moment of Truth.
Seduced by unexpected extra offers or benefits within the ecommerce packaging, the consumer will be keen to share the moment with others, creating viral content that will increase eWOM (e-Word Of Mouth), and become the Zero Moment Of Truth (ZMOT) for another consumer looking online for the same or a similar product.