With an underwhelming 2.5 out of 10 on UnDigital’s Unboxing Guidelines, Glossier has a long way to go if they want to deliver a world-class experience to their customers. That being said, here is everything they're doing wrong, and how you can do a better job delivering personalized experiences your customers will love.
Glossier's package was reviewed against UnDigital's 10-point Unboxing Experience Guidelines for Brands. This unweighted system is based on research carried out across millions of DTC packages. You can learn more about it here >>
Now let's dive into each of the 10 points and see what we can learn from this beauty brand's approach.
The personal touch in DTC packaging can make the difference between a forgettable experience and a memorable one. Unfortunately, Glossier's unboxing experience was not personalized. The recipient's name was conspicuously absent from any marketing collateral inside the box.
It would be a missed opportunity not to capitalize on this key touchpoint for enhancing customer engagement and loyalty.
Remember, adding the First Name personalization to your experience is an easy way to grab your customer's attention, but you need to have a strong marketing message in the box if you want to have them take a next step.
Product information, when effectively conveyed, helps familiarize customers with their purchase and aids in enhancing product usage and satisfaction. Glossier scored full points in this area, providing essential usage instructions directly on the packaging. Though not groundbreaking, it affirms the accessibility of Glossier's products.
A critical aspect of personalization is leveraging customer data to drive relevance. Our unboxing experience didn't hint at any application of such data, creating a missed opportunity in an important marketing touchpoint.
The unboxing experience is an opportune moment for a brand to incite customers to action. Glossier's box contained an implicit CTA, featuring their website, but did not offer a definitive next step, leaving room for improvement. This touchpoint holds immense potential; it's like sending an email guaranteed to be opened. Not capitalizing on this is like leaving money on the table.
Look at our example CTA we've shamelessly included here:
You should be doing this in your experiences too.
The art of storytelling allows brands to foster a deeper connection with customers. Unfortunately, Glossier's unboxing experience fell short in this regard. UnDigital strongly recommends that brands communicate new messages through their unboxing experiences regularly, fostering a dynamic two-way relationship with the customer.
Glossier's packaging was decently branded, featuring a sleek box, a nice logo, and even a sticker for customers. While better than a generic box, it didn't particularly stand out, and there's room for improvement in showcasing their brand identity more distinctively.
Cleanliness and orderliness in packaging reflect a brand's commitment to quality. Glossier scored a perfect point here; the package was tidy, with a logical order of items, and no major blemishes or defects, aside from a few inevitable shipping scuffs.
The way a product is packaged significantly influences the aesthetics of unboxing. Glossier's approach to packaging left much to be desired. While the product wasn't shipped loose in an empty box, it was definitely in an oversized box with unnecessary filler. Effective packaging should secure the product, control the aesthetics of the unboxing experience, and minimize waste.
The inclusion of a return policy or instructions in the packaging can foster trust and customer satisfaction. Glossier missed out on this chance, offering no information about their returns process in the unboxing experience.
On the whole, Glossier's unboxing experience was mediocre. There's a substantial scope for improvement, especially when compared with other beauty companies in the market.
At UnDigital, we strive to reimagine and revamp unboxing experiences, making them more engaging, informative, and relevant. Brands like Glossier can seize these missed opportunities by introducing meaningful personalization, engaging CTAs, impactful brand storytelling, and efficient space utilization. Remember, your unboxing experience is a direct conversation with your customer – make sure it’s a memorable one. With UnDigital, you'll be equipped with the tools and expertise to turn each unboxing into an immersive brand journey.
