Almost 2 years ago already I was discussing the impact of the packing on the overall customer experience. I had taken the examples of smartphones and finished this series with Louis Vuitton which had shown exceptional dedication to creating an extraordinary packaging.

The customer experience doesn’t start with the use of the product. It starts well before when you become aware of the brand, continues with the act of purchasing and, in the case of a tangible product, with opening the packaging to discover the object you just bought. This moment of truth needs to be taken care of.

Imagine you’ve been coveted something for a certain time. You eventually buy it, bring it home and then the disaster happens. The “unwrapping experience” is so bad that it lowers your overall satisfaction. Do you want an example.

Here’s the experience of a friend of mine who bought Hugo Boss cufflinks. In terms of positioning one can’t say that Hugo Boss is a low-tier brand. It is rather a high-tier brand or at least it wants to perceived as such. Imagine my friend’s disappointment when he opened the small unimpressive box and saw this huge “made in China” label.