The Power of Anticipation

We all know that Customer Experience is how to keep them coming back for more, and as retail shopping moves away from the high street and onto home computers, it’s tempting to think that this means easy ordering and speedy delivery. After all, isn’t everyone doing that?

But therein lies the problem – everyone is doing that.  Ecommerce has entered a nuclear arms race of easier and faster, where yesterday’s dreams are today’s normal. The margins of possibility for creating a real ‘wow factor’ are shrinking as instant gratification becomes the order of the day.

But another, equally primal but increasingly neglected emotion may hold the answer – anticipation. This is the umami that adds depth of flavour to every life experience and, as an ecommerce ingredient, is surprisingly easy to use.

The primary role of packaging in ecommerce is to protect the goods during transit, but what if it could also be used to heighten the customer experience? Well, it turns out that higher levels of dopamine – the feel-good hormone – are released into our bloodstream when we anticipate a reward than when we actually receive the reward.

One way in which we can increase that dopamine rush in customers is to prolong the anticipation between receiving the parcel to actually holding their unwrapped purchase.

This explains the popularity of ‘unboxing’ in our social media-obsessed culture, a phenomenon described by the Oxford Dictionary as “an act or instance of removing a newly purchased product from its packaging and examining its features, typically when filmed and shared on a social media site.”

Take into account that user generated content is said to be fifty percent more trusted and thirty five percent more memorable than if you self-promote your products, and investing in packaging that will be noticed, shared and remembered becomes a no-brainer.

Design companies skilled in the unboxing experience can create bespoke packaging that will delight the customer, promote your brand and build your business. A phone call today could start your journey from good to great customer experience – I guess you can’t wait!

Contact Kudos Giftwrap Today

At Kudos Giftwrap, we work proactively with retailers to create memorable packaging solutions that improve brand engagement and increase customer loyalty. Please get in touch to start building a great unboxing experience for your brand 01923 954933 or request a free quotation online.