November 2009 archive

The Sacred Moment of Unboxing


Shopping online is great for selection. It seems that no matter what you’re after, you can easily find multiple vendors willing to ship it to your door.
The age old knock on e-commerce is that you don’t get your hands on your product before you buy. Or even after you buy – not immediately anyway. You have to wait.

That’s why your heartbeat might speed up a bit when you spy a brown box on your front step. The virtual experience you had a few days before has now shown up in the real world. You’ve already paid and endured the waiting and now the payoff is here. Will the product be right or will you be disappointed?
There is even more anxiety if you’re trying a new vendor – are they legitimate? Or did you just get ripped off by a shady scammer?

Once the box is opened, all is revealed. It’s a make or break moment for an online business. How the customer reacts will determine whether or not they remember your name, how they’ll review you online and what they’ll tell their friends. The moment of unboxing can be great for business or it can be a lost opportunity for growth.

In Pow! Right Between the Eyes, Andy Nulman encourages marketers to use the power of surprise to make an impression. It’s relatively easy, can be extremely inexpensive and remarkably effective. So why not apply that wisdom to the critical moment of unboxing and give yourself the chance to maximize the opportunity?

That’s just what MFM Apparel does when they deliver their unique t-shirts, illustrated with quirky characters. The resident artist, Saman, draws a small cartoon and message for each order that goes out the door. It’s an unexpected, personal touch that reaches customers at that critical moment.
The rest of the process was pretty mundane when I shopped at MFM – browse for a shirt, check out online and wait for it to show up in the mail. The shirt was delivered in a boring white mailer too. But the surprise message inside was fun and memorable – surprises usually are. And during the unboxing, the fun of the unexpected extra rubs off on the product which rubs off on the vendor. And here we are.

If you’re selling online, consider carefully what your customers will experience when they open up your box. And if you’re interested in powerful word of mouth marketing, consider using the element of surprise to make sure that experience is a positive one.