Beyond the Box — How Packaging and Unboxing Shape the DTC Customer Experience

Why Packaging Is More Than a Container

In traditional retail, the product sits on a shelf. The packaging helps it stand out.

In DTC, the product arrives at your customer’s door. And the packaging is the shelf, the store, and the first physical interaction with your brand.

That moment when your customer opens your box?That’s not logistics—it’s marketing.

In fact, research shows:

• 72% of consumers say packaging design influences their perception of the brand.

• 40% are more likely to share a purchase on social media if it comes in branded packaging.

Welcome to the unboxing era—where your fulfillment experience is your brand’s final pitch.

And most brands are blowing it.

What Most DTC Brands Get Wrong About Packaging

Here’s what we see far too often:

❌ Generic brown boxes

❌ No protective layers

❌ No brand elements or inserts

❌ Products rattling inside with no structure

❌ Zero instructions or storytelling

This tells your customer: “We just wanted to get it to you.”

Instead, your packaging should say: “We couldn’t wait for you to open this.”

What Great Packaging Communicates

1. Professionalism

   • Neat, cohesive packaging = credibility. Sloppy packaging = doubt.

2. Brand Identity

   • Colors, textures, typography, and messaging reinforce brand memory.

3. Care

   • Protective wrapping, tissue paper, and thoughtful presentation show respect.

4. Storytelling

   • Inserts, booklets, or printed messages can turn this into a brand-building moment.

5. Excitement

   • The “reveal” moment is real. Tap into it.

The Psychology of Unboxing

Unboxing isn’t just a social media trend.

It’s neurological.

The human brain loves novelty, surprise, and reward.

A great unboxing experience:

🧠 Activates dopamine

📱 Triggers the desire to share

🛍️ Increases perceived value

💌 Creates emotional stickiness

This isn’t just fluffy marketing.

It’s a conversion tool.

Real Stats from Real Brands

At West Coast Prep 3PL, we work with dozens of DTC brands across categories—from wellness and skincare to food and lifestyle.

Here’s what we’ve seen firsthand when brands level up their unboxing:

Metric	Before	After
Repeat Purchase Rate (60 days)	14%	28%
Average Order Value	$62.30	$75.20
Organic Instagram Shares	< 5/mo	50+ tagged stories/mo
Return Rate (due to damage)	4.2%	0.7%

These numbers aren’t from ad tweaks or price discounts.

They’re from presentation and experience.

Branded Packaging vs. White Label: What’s Worth It?

Many founders ask us:

“Is custom packaging worth the cost?”

Here’s the answer:

It depends on your goals.

If You Want To...	Then...
Build a lifestyle brand	Invest in branded packaging (tissue, boxes, stickers, cards)
Increase retention	Add educational or thank-you inserts
Improve shareability	Use Instagram-worthy unboxing details
Avoid product damage	Upgrade to protective and structured packing
Boost AOV	Include upsell inserts or QR-code coupons

DTC Packaging Essentials (And How to Do It Right)

At West Coast Prep 3PL, we help clients build packaging systems that work at scale.

Here are the elements we consider:

1. Box Type

• RSC corrugated (standard) vs. mailer boxes (more brandable)

• Sustainable options available

2. Void Fill + Protection

• Tissue paper, shredded fill, or custom inserts

• Make sure fragile or premium products feel secure

3. Branded Elements

• Custom tape, printed tissue, logo stamps, or sticker seals

• Easy ways to elevate perception

4. Inserts + Cards

• Welcome notes

• Educational mini-booklets

• Subscription info

• Referral cards

5. Scalability

• Can this be replicated by your 3PL without errors?

• Does it work with your shipping cost thresholds?

Subscription Brands: Your Unboxing Game Has to Be Tighter

For subscription brands, packaging is the product experience.

The novelty. The ease. The presentation.

It’s what keeps people from pausing or canceling.

Some of the best tactics we’ve implemented for clients include:

• Rotating sticker messages each month

• Loyalty badges included at 3/6/12-month milestones

• QR codes to educational videos or surprise offers

• Seasonal inserts (holiday, wellness tips, etc.)

If you want subscribers to stay, keep surprising them.

How West Coast Prep 3PL Brings Packaging to Life

We’re not just a pick-and-pack warehouse.

We’re your brand delivery partner.

Here’s how we support packaging at scale:

✅ Store and manage your custom materials

✅ Assemble and pack to your exact SOPs

✅ Offer feedback and improvement suggestions

✅ Track damage rates and unboxing-related returns

✅ Partner with vendors to help source affordable, high-quality packaging

And most importantly: We care about what your customer thinks when they open that box.

Because that moment? It matters more than any ad.

Final Word: Fulfillment Is Where Your Brand Becomes Tangible

You can spend thousands driving traffic to your DTC store.

You can build funnels, hire influencers, and grow an email list.

But when the box arrives?

That’s when your brand has to deliver—literally.

Are you proud of what they see?

If not, it’s time to rethink how you package and fulfill your orders.

Let’s build an unboxing experience your customers will remember.

📦 Learn more at www.westcoastprep3pl.com