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Coming in last isn’t always a bad thing. It’s often the last things we do that are the first things we remember. We can probably recall the last thing we ate, said, or wore. I bet you still have thoughts about the last movie you watched, song you heard, and book you read.
And so it goes with the online shopping experience. The last interaction a customer has with a retailer, the last touchpoint that locks in loyalty, is the one thing that will be remembered the most after the parcel is opened.
The experience consumers have receiving, opening, reusing, returning, and recycling the packaging materials sent by online retailers can dramatically influence perceptions of that business and the likelihood of shopping from that company again. Packaging should be a symbol of how much a company values its customers and its commitment to delivering products and experiences that exceed expectations. The moment of unboxing is the last chance for retailers to directly connect with the online shopper.
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