How to Generate Authentic Consumer Conversations With eCommerce Packaging

At Dotcom Distribution, we know that eCommerce packaging matters. We work hard with our clients to present their product in a way that is attractive and improves their customers’ experience and perception of the brand.

We wanted to know, however, exactly how much packaging matters to consumers and how it impacts the unboxing experience. Unboxing, or when a consumer unwraps an online order and shares the experience social media, is a growing phenomenon. According to Google, unboxing video views grew 57 percent and uploads grew 50 percent in 2014. 

To find out, we surveyed more than 500 online shoppers to learn more about how they view eCommerce packaging and their motivations for sharing images of product packaging on social media.

We found that gift-like packaging influences consumer perception although they don’t expect it and their personal future purchase intent is not affected by it. Those surveyed indicate that premium packaging makes a brand seem more upscale, and this perceived luxury motivates consumers to share their purchase on social media, extending their influence and recommendations to a larger audience and become brand advocates.

Here are some of the key findings from the 2015 Dotcom Distribution Packaging Report:

  • Sixty percent of those surveyed said that premium boxes and wrapping materials make the brand seem more upscale.
  • Almost 40 percent of online shoppers say branded packaging makes them more likely to recommend a product to friends, and 40 percent say branded packaging would make them more likely to share a product image or video on social media.
  • Forty percent of shoppers have shared a picture or video of a new product on social media, with more than half of those consumers saying they did so to make a recommendation to friends and family.
  • More than half of online shoppers have used social media to find a photo or video of a product they were thinking about buying, and 60 percent of those consumers say the image or video convinced them to purchase the product.

Knowing that branded, gift-like eCommerce packaging encourages social sharing and future purchases, we created recommendations for brands who want to capitalize on the unboxing experience for authentic word-of-mouth marketing.

To learn how you can encourage your customers to share your product on social media with quality packaging, download the Dotcom Distribution Packaging Report.