She had saved it to her Etsy favorites list; a, tiny 24 karat gold curve on a filigree chain.
But what blew me away was the unboxing experience.
First of all, it was wrapped in a pale tissue paper, sealed with a shiny ribbon. The glossy box opened smoothly, about 8 inches long. Inside was a cloud of rustic straw, or something like that. And pressed into the straw was a tiny glass bottle.
The necklace had been slipped inside this bottle, corked, and a tiny tag attached. It looked like something that had washed up on a beach somewhere, treasure from a wreck, or another world, and slipped straight to you.
I was in awe.
I’ve no idea how much all those materials cost, but it must have easily wiped through any profits she made off the necklace.
I kept wanting to take out my phone and share the whole thing on Instagram.
You see, here’s the thing. Most people expect a standard presentation; a black, velvet jewelry display. Nothing amazing about that.
Certainly nothing worth Instagramming.
But what if it was?
We Live in an Instagram Era
What if you not only surprised your shoppers with a great product, but created an amazing unboxing experience?
And then those friends are inspired to experience it for themselves?
These boxes went all over the world, straight into people’s homes. Opening one was like Christmas morning. And yet, these things were still being done as they had been in a pre-Instagram era.
The company struggled with growth. Can you imagine what might happen if some of the profits, small as they were, were turned into a lush, magical unboxing experience? One that families felt compelled to film and share with their friends?
There’s a level of intimacy and believability there, a personal referral you couldn’t pay someone to make.
Make More Magic
A bunch of online stores and product lines begin as hobbies, or for fun, or as proofs of concept.
Can you imagine taking some of your initial profit, and turning it all toward an unforgettable unboxing experience?
I can imagine some amazing payoffs:
So there’s a bunch of awesome notes that can be hit if some extra time and creativity comes out of your initial profits.
You create a unique experience with your client, and win instant brownie points.
They get something cool to share and experience with others.
You get a chance to increase your exposure to an audience you couldn’t have paid to reach.
And just as importantly, bring some magic into the world.
The packaging that products arrive in is the theatre.
It’s the stage that presents the main event to you, as you consume and digest it.
As a kid, Christmas and your birthday were the best time of year because you got PRESENTS!… The exhilarating anticipation was nothing short of magic. The surprise and delight was pure ecstasy.
Have you had an amazing unboxing experience?
Comment below and share it with me!
Dominic is Enable’s design and brand specialist. He thoroughly enjoys helping businesses find meaning in their brands and define their distinction. Coffee, cooking and binge-researching are his hobbies. When not building websites, he is delving into projects to find the boundaries of his imagination. He hasn’t found them yet.