The social media phenomenon of unboxing often features desirable consumer lifestyle products. It is not a trend usually associated with more functional items, such as an Electric Vehicle (EV) charging unit.
Practical products tend not to inspire the same feeling of excitement upon delivery and opening compared to products that have been bought as a treat. EV chargers are an exception to this rule because their purchase and the customer experience are heavily motivated by sustainability. That is why unboxing is pivotal to EV charger packaging strategies.
Looking Beyond Traditional Packaging Complexities
An effective packaging solution will always need to consider the size, shape and weight of an EV charger. Units often feature a solid central component, a flexible element such as the charging cable, and more fragile parts such as outer cases and covers, which open and close.
All these varying parts affect the distribution of a charging unit’s weight and create different pressure points, which run the risk of being damaged during transport, storage and handling. The packaging strategy must address this to offer optimal protection that avoids damage to a unit’s polished, gloss-finished surfaces and to its internal technology and microchips.
It can seem logical to start with these traditional complexities as a way to inform an EV charger packaging strategy. However, this approach can overlook the full value of the customer experience, a critical factor that influences brand reputations and success in the fast-growing EV market.
Prioritising the Customer Experience
Buying a car is an exciting moment for most consumers. You could argue that customers take even more pleasure in purchasing an EV. The technology is still quite new and different for people, creating added intrigue and anticipation. An EV is also viewed as a responsible and sustainable switch from more conventional fuel vehicles, which can make the purchase even more satisfying.
Buying an EV charger is connected to all these positive consumer emotions, which are more typically associated with the unboxing of indulgent, treat products. The overall customer experience is being driven by a feeling of pride amongst consumers that they are doing good for the environment and making the right choice by opting for a more sustainable form of transport.
EV charger packaging strategies must embrace and enhance this customer sentiment at the point of unboxing to avoid the risk of creating disappointment and dissatisfaction. The packaging must be well designed so that it is hassle-free to open and provides easy access to a charger that has been fully protected and is in perfect condition. There also needs to be minimal packaging used, so that consumers are not concerned about waste. The volume and type of packaging must align with the sustainability benefits of EVs and resonate with an audience that is striving to reduce their carbon footprint.
The success of the unboxing moment is defined by a combination of no product damage and minimal, correctly specified packaging. Undoubtedly, achieving this requires consideration of more conventional packaging and product characteristics, such as size, shape and weight, as well as operational and supply chain challenges. Looking beyond these points though and putting unboxing at the heart of the EV charger packaging strategy can help promote consumer satisfaction and recommendation. This could prove valuable for manufacturers keen to build brand awareness and sales in an EV market still in the early stages of growth.