GLOBAL BRANDS LOOKING FOR UNIFIED FULFILMENT
Edition 003 | October 2025
You're reading IF/Then by IFGlobal, the monthly newsletter for brands who don't compromise. For every what if, there's a then. If you're building your brand, then we're building with you. If you want scale, then you need strategy. If you're ready to grow, then this is where it starts.
The unboxing experience: Where fulfilment becomes brand love
There’s something quietly powerful about the unboxing moment. It’s not just the opening of a package. It’s a sensory and emotional experience that bridges the gap between algorithmic checkout and human connection. As soon as a customer cuts through the packing tape, what unfolds can shape their impression of your brand long before they’ve used the product inside.
Research shows how deeply this matters.
- Globally, 66% of consumers feel more loyal to a brand when it delivers a premium unboxing experience.
- More than half (55%) of customers say they’re more likely to buy again from a brand if their purchase arrives in custom packaging.
- 70% of consumers form an impression of a brand based on packaging alone.
These aren’t vanity statistics. They’re proof that the way you deliver a product directly influences how likely a customer is to come back, spend more, and advocate for your brand.
From parcels to posts: Unboxing in the influencer era
The journey doesn’t end when a parcel arrives on your customer’s doorstep. The unboxing moment is increasingly a shared experience on Instagram, TikTok, YouTube and beyond. Share-worthy packaging becomes free, organic marketing, with loyal customers acting as your most authentic brand ambassadors.
Take HelloFresh, for example. After reviewing customer feedback, the company redesigned its packaging to be more colourful, informative and fun to open. They even printed meal instructions directly on the box.
The impact was immediate. They reported a 20% increase in social media shares in the first quarter, with a 15% boost in sales over the following six months. This success was driven by the shareable nature of the packaging, which encouraged customers to post their unboxing experiences and spread the word about the brand’s service.
That's the power of packaging that invites people to take a picture, tag a friend, and spread the brand story.
Elevate your unboxing experience
It’s tempting to see packaging as just another operational detail, but in reality, it’s a competitive differentiator. In a crowded market where products and price points often look alike, the unboxing moment is your chance to stand out. Customers who feel surprised and delighted by the delivery experience are far more likely to buy again, recommend you, and (crucially) stick with you.
We help our clients create bespoke unboxing moments for their customers with our range of fulfilment touchpoints that ensure the unboxing experience is never left to chance.
- Kitting and assembly - Craft gift sets, bundles, limited editions, and PR/influencer kits that surprise and delight, without compromising scalability.
- Bespoke packaging and personalisation - Inserts, engraving, embroidery, premium wrapping - thoughtful touches that make every delivery unique.
- Subscription boxes - Perfectly assembled, consistently delivered to build anticipation and loyalty month after month.
- Reworks, relabelling and reconditioning - Improve presentation, correct labelling, or repackage, so every product arrives exactly as it should.
- Returns management - Turning a potential pain point into another chance to impress.
- BladePRO - Our real-time fulfilment software, keeping instructions, add-ons and packaging rules consistent across every fulfilment centre and order.
“Fulfilment isn’t just logistics. It’s the physical expression of your brand promise,” says Paul Lavin, Operations and Transformation Director at IFGlobal. “Every order that leaves a warehouse is more than a parcel. It’s your brand arriving at your customer’s doorstep. When it’s done well, the unboxing experience becomes the most powerful touchpoint you have. It’s where operational precision meets customer emotion, and it’s where loyalty is either earned or lost. That’s why fulfilment has to be treated not just as an efficiency exercise, but as a brand strategy in itself.”
Why these moments matter
- Emotional connection. Beautiful packaging and thoughtful add-ons transform a transaction into a tactile, memorable experience.
- Competitive advantage. In crowded markets, top-tier unboxing becomes a brand differentiator, driving repeat purchase and organic advocacy.
- Operational efficiency meets delight. With IFGlobal, seamless fulfilment isn’t sacrificed for brand magic. It enables it.
“We see unboxing as the final mile of brand and marketing,” said Matthew Davies, Senior Account Manager at IFGlobal. “It’s a continuation of the story our clients are telling. The moment a customer lifts that lid, it’s an opportunity to surprise, delight and deepen the relationship. Unboxing not only reinforces brand love, it turns transactions into a connection that drives loyalty and advocacy."
Read our latest article to find out more about the psychology behind the unboxing experience.
10 years driving growth in the US
We're celebrating 10 years of operating in the US! Jane Derbyshire, our Sales and Commercial Director, discusses how we've achieved a decade of driving growth for ecommerce brands across the US.
Upcoming event
We’re thrilled to be sponsoring the South Coast eCommerce Meet-Up, a networking event for ecommerce professionals from the UK’s South Coast. Hosted by our friends over at Real Agency, this event is the perfect opportunity to meet like-minded ecommerce professionals, exchange ideas, and make meaningful connections.
Join us at The Bournemouth Stable on Thursday 13th November to discover how we can support your brand’s growth.
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The unboxing experience is the culmination of your brand promise and experience. Done well, it cements customer loyalty and becomes your competitive edge. If you're scaling, expanding channels, or designing your next wave of fulfilment, make every unboxing a moment that matters. Find out how to turn the unboxing experience into a brand love letter.
