Packaging perfection: The role of unboxing in brand loyalty

by Sparck Technologies

Imagine you’ve placed an order for shorts and a water bottle from an online store your friend suggested. A few days later, an unbranded box that is much larger than you expected arrives on your doorstep. Upon opening the package, you find the items buried under a pile of plastic air pillows. Frustrated with the amount of waste involved with this purchase, you place the shipping box in the recycle bin and the void fill in the garbage. You then make a mental note to find a different company for your next purchase.

In a world with many alternatives, having a good product is not enough to stay competitive. To keep your customers coming back, you need to provide a positive memorable experience that goes beyond the product itself. A critical aspect of customer satisfaction is the unboxing experience.

Enhancing your company’s unboxing experience

The rise of e-commerce has created a paradigm shift for companies. In the past, the customer experience occurred primarily in physical stores. However, as online shopping gains dominance, the in-store experience becomes a smaller part of the equation. It’s more important than ever for companies to understand the pivotal role the unboxing experience can play in forging meaningful connections with online customers and driving brand loyalty.

Shipping has evolved considerably in recent years. Once merely a means to deliver products intact, shipping has progressively shifted focus—from the swiftness of delivery to the creation of positive and memorable unboxing experiences. Today, achieving this involves a multifaceted approach.

On-package branding

Ensuring a prominent display of your company branding is crucial. Feature your logo, tagline or any visual elements that represent your brand, including concise and compelling messaging that resonates with the target audience. Integrating QR codes on the package also adds an interactive dimension to the unboxing experience, directing customers to product tutorials, personalized content, special promotions and more.

Fit-to-size packaging technology

Investing in automated fit-to-size packaging technology can help enhance the unboxing experience while, at the same time, boosting warehouse efficiency. Getting an order in a box that’s perfectly fitted to an item leaves a lasting impression on a customer and makes returns that much easier. In addition to streamlining your operations, these solutions promote sustainability by eliminating larger-than-required packages and void fill materials. As a result, it reduces the number of truckloads required and lowers CO2 emissions. That, combined with increased packaging speed, branded corrugate and print-on-box capability, the right auto-boxing machine can create a seamless eco-friendly process that will leave your customers in awe.

Is it worth it?

The impact of the customer experience should not be ignored. According to research by Salesforce, 92 per cent of consumers say that they are more likely to make another purchase from a company that provides them with a positive customer experience. A key aspect of the customer experience, especially in e-commerce, is the unboxing experience.

The right technology will provide companies with an efficient and cost-effective way to enhance the unboxing experience and positively impact the customer experience. Sparck’s auto-boxing machines boast over 40 million box size options on demand. These machines offer heightened packaging speed, the capability for branded corrugate from multiple mills, external print-on-box capabilities and reduced reliance on labour.

The bottom line

The unboxing experience is not just a trend; it’s now an essential component in creating a lasting connection with customers and fostering brand loyalty. Companies that invest in this aspect of their business not only meet current expectations but position themselves ahead of the competition. The unboxing experience is the gateway to building a memorable brand and in the ever-evolving landscape of online retail, it’s an investment worth making.

Sparck Technologies is a global technology company specializing in fit-to-size packaging solutions. To learn more about how to enhance your unboxing experience, email us at, call us at 1-800-983-8157, or visit us at