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EPISODE 444 57 mins

How Personalized Unboxing Experience Drives Customer Loyalty → Tyler Delarm



About the guests

Tyler Delarm

Kunle Campbell

Tyler Delarm serves as the Head of Marketing at Undigital, where he spearheads efforts to revolutionize the unboxing experience for DTC brands. His extensive marketing background, which includes eCommerce and FinTech, has equipped him with unique insights into customer engagement and retention. Tyler’s work focuses on leveraging personalization to drive brand loyalty and satisfaction.



In this episode of the 2X eCommerce Podcast, host Kunle Campbell interviews Tyler Delarm, Head of Marketing at Undigital. Tyler shares his unique journey from aspiring musician to marketing expert, delving into his experiences across various sectors and his passion for B2B marketing. He discusses the innovative unboxing experience platform developed by Undigital, which aims to transform the unboxing process into a crucial touchpoint in the customer journey.

Tyler explains how Undigital helps brands personalize their unboxing experiences, making each package memorable and engaging. This strategy, termed ‘unboxing marketing’, is designed to drive key performance indicators such as customer engagement, loyalty, and repeat purchases. He emphasizes the importance of branding the interior of packaging to enhance the overall customer experience, even if external branding is not feasible.

The conversation covers the different layers of the unboxing experience: the outer packaging, the presentation of the product inside, and the use of inserts. Tyler shares insights on how brands can optimize each layer to maximize customer satisfaction and retention. He highlights the impact of high-quality packaging on customer loyalty, noting that 80% of consumers are more likely to repeat purchases with brands that offer a special unboxing experience.

Tyler also discusses the role of personalized inserts in the unboxing process. These inserts can include call-to-action messages, loyalty program updates, and other marketing collateral that enhance the customer’s interaction with the brand. By incorporating personalized elements, brands can create a unique and engaging experience that fosters a stronger relationship with their customers.

Listeners are encouraged to explore Undigital’s platform to learn more about how they can elevate their unboxing strategies. Tyler offers practical advice for both small DTC brands and larger enterprises on implementing personalized unboxing experiences to boost customer lifetime value and retention.

Timestamps

02:25 – Tyler’s Journey

  • Transition from musician to marketer.
  • Initial roles in eCommerce and FinTech.
  • Passion for B2B marketing and remote work during the pandemic.

05:24 – Introduction to Undigital

  • Overview of the unboxing experience platform.
  • Importance of personalized and branded unboxing.

07:00 – Outer Packaging and Customer Expectations

  • Branding considerations for exterior and interior packaging.
  • Impact on customer perception and brand value.

09:02 – Product Presentation Inside the Box

  • Ensuring product security and presentation.
  • Examples of effective packaging strategies.

11:27 – Maximizing Customer Lifetime Value through Unboxing

  • Data supporting high-quality unboxing experiences and retention.
  • Case studies and examples.

13:51 – Personalized Inserts and Customer Engagement

  • Importance of including call-to-action inserts.
  • Types of inserts and their impact on customer behavior.

16:12 – Starting with Personalized Unboxing Strategies

  • Advice for small and large brands.
  • Measuring the effectiveness of unboxing strategies.

18:32 – Technical Integration and Fulfillment

  • How Undigital integrates with fulfillment processes.
  • Real-time data use in personalized inserts.

21:23 – Data Points and Personalization

  • Examples of data points used in inserts.
  • Differences between small DTC and large brands’ approaches.

23:45 – Impact of Loyalty Programs and Return Labels

  • Enhancing loyalty through personalized inserts.
  • The role of return labels in customer trust and satisfaction.

Takeaways:

  1. Personalizing unboxing experiences can significantly enhance customer engagement and loyalty.
  2. Branding the interior of packaging is crucial, even if external branding isn’t possible.
  3. Including personalized inserts with call-to-actions can drive customer reorders and engagement.
  4. High-quality unboxing experiences lead to higher customer retention and satisfaction.
  5. Utilizing customer data effectively can create more relevant and impactful unboxing experiences.

Resources Mentioned:

  1. Undigital – The unboxing experience platform discussed extensively by Tyler Delarm.
    Website: undigital.com
  2. LinkedIn – Undigital’s social media presence.
    LinkedIn: Undigital on LinkedIn
  3. Email Contact – For inquiries and further questions.
    Email: solutions@undigital.com

—-

🔔 Book Announcement:

📈 ‘E-Commerce Growth Strategy’ by Kunle Campbell

 

Exciting news for our listeners! Kunle Campbell, your host and e-commerce expert, has just released his new book: ‘E-Commercer Growth Strategy.’ This essential guide is packed with strategies for attracting shoppers, building community, and retaining customers in the e-comerce space. Drawing on insights from the 2X eCommerce podcast and Kunle’s extensive experience, this book is a must-read for anyone in the e-commerce industry.


Transcript

How Personalized Unboxing Drives Customer Loyalty → Tyler Delarm

[00:00:00] Tyler Delarm: 80 percent of consumers are going to repeat with a brand that Creates something special that feels unique when they receive it. They’re not looking for you know just another Box on their doorstep. The unboxing experience as a touch point is the most emotional touch point that exists

[00:00:18] Tyler Delarm: like people anticipate it. They get it. They get excited to open it.

[00:00:22] Mhm.

[00:00:24] Tyler Delarm: 15 percent lift in your reorder rate. And you don’t have to take my word for it, right? Like you can just test it. You can run some personalized experiences or some special unboxing experiences to a segment and just measure your reorder rate after that.

[00:00:37] Mhm.

[00:00:39] Tyler Delarm: Basically that’s the strategy that we want them to apply to unboxing experiences. It’s how do you turn your unboxing experience into a critical touch point in the customer journey that has performance marketing attached to it? How do you build an unboxing experience that is both memorable and personalized to drive these goal oriented [00:01:00] KPIs?

[00:01:00] Introduction to the Podcast and Guest

[00:01:00] Kunle Campbell: So in this episode of the two, actually camera’s podcasts, we delve into the transformative power of personalized on box and experiences with Tyler Delman from on digital.

[00:01:08]

[00:01:09] This is the 2x e commerce podcast hosted by Kunle Campbell.

[00:01:16] Kunle Campbell: So welcome to another episode of the two X e-commerce podcast. And today’s episode, we have Tyler Dell arm is ahead of markets in knots on digital. He’s joining us to explore the critical role of unboxing experiences in e-commerce. Tyler shares his journey from an aspiring musician to a B2B markets and experts. And dives deep into how brands like you can turn on boxing expert experiences into memorable, personalized touch points that boost your customer loyalty. And repeat purchases.

[00:01:49] Kunle Campbell: So if you’re looking to enhance your brand’s packaging strategy, Drive higher engagement and ultimately just increase revenue. This episode is packed with volume. [00:02:00] Insights. I set that value able insights you won’t want to miss. So stay tuned. Uh, don’t forget to follow two X e-commerce podcast. On the platform.

[00:02:10] Kunle Campbell: You’re listening to it right now to keep up to date with the latest episodes and get more incredible guests on this show. So without further ado, enjoy this episode.

[00:02:20] Kunle Campbell: Hey Tyler, welcome to the 2X eCommerce podcast.

[00:02:23] Mhm.

[00:02:25] Tyler Delarm: Great to be here, Kunle. Thanks for having me.

[00:02:27] Kunle Campbell: Terrific stuff. Terrific stuff.

[00:02:30] Tyler Delman’s Journey to B2B Marketing

[00:02:30] Kunle Campbell: Tyler, do you want to give listeners a brief background as to your journey thus far?

[00:02:38] Tyler Delarm: Oh, sure. I started in marketing about 10 years ago. Oh, before I was in marketing, actually, I had it in my head. I’m going to be this famous musician. So I was performing pretty regularly. And at some point I decided, I’m going to make the transition from performing on the stage and trying to make this happen to like a career [00:03:00] and I found a lot of the things that I had learned during performing how to run social media or how to build a website or how to like, make a flyer.

[00:03:10] Tyler Delarm: It translated really nicely into marketing. And so I, I got my first start at a a small like eCommerce brand trying to figure out there’s social media and I went from there. Um, it went from doing social media to doing loyalty programs to, working in FinTech as somebody helping to mitigate fraud and how did it do B2B marketing?

[00:03:38] Tyler Delarm: And ultimately I realized that B2B is my niche. Like I, I really love doing B2B marketing. And after the pandemic, uh, not really after that, as soon as the pandemic started and I was working from home I got to spend a lot of time with my daughter and I was like, wow, this is amazing.

[00:03:54] Tyler Delarm: I want to continue doing this. So I started looking for other remote jobs and I [00:04:00] ultimately found this really interesting opportunity at, on digital as their head of marketing and figuring out how to help them to develop this unboxing experience platform. And it’s been pretty amazing here.

[00:04:12] Tyler Delarm: I love it.

[00:04:16] Kunle Campbell: What’s the name of the unboxing, platform.

[00:04:18] Tyler Delarm: Sure. So our unboxing experience platform and the company say share the same name. So it’s called on digital you in digital.

[00:04:27] Kunle Campbell: Okay. Okay. Okay. And exactly. What do you do there on, on boxing experience? I really liked the sound of that. What is the proposition with on boxing and, what you deliver from that perspective.

[00:04:41] Tyler Delarm: Sure.

[00:04:42] The Importance of Branded Packaging

[00:04:42] Tyler Delarm: So what we do Our unboxing experience platform, and we can get into that in a little bit is basically helps people to personalize their unboxing experiences, but a large portion of what we do is we educate different B2B brands about our, sorry, D2C brands. About how [00:05:00] to apply what we call the unboxing marketing strategy.

[00:05:03] Tyler Delarm: And basically that’s the strategy that we want them to apply to unboxing experiences. It’s how do you turn your unboxing experience into a critical touch point in the customer journey that has performance marketing attached to it? How do you build an unboxing experience that is both memorable and personalized to drive these goal oriented KPIs?

[00:05:25] Tyler Delarm: Like, how do you make it? Build more engagement or loyalty or drive reorders or revenue. And that’s really what we want people to do is just look at your unboxing experience and think to yourself, this is a missed opportunity if it doesn’t have a call to action inside of it, or if it doesn’t have marketing collateral inside of it.

[00:05:46] Tyler Delarm: How do we. How do we build a plan around driving more revenue from this?

[00:05:53] Kunle Campbell: Okay. There’s a lot to unpick from what you just said. From my experience as a consumer and partly as an [00:06:00] eCommerce person, they’re three layers to pill in this there’s the outer box, experience. So what does it really look like from the cotton?

[00:06:10] Kunle Campbell: So I would know a flimsy and cheap brand just from the outer packaging that arrives at my door. There’s a certain quality I expect from certain brands particularly when it comes to just luxury and even just higher middle end, products. So the boxing is very important for me.

[00:06:32] Kunle Campbell: The other is the actual packaging, of the product that comes in, whether it’s the, whether it’s a bottle that’s come in, the attention to detail there, or whether it’s The electronic device or what have you the actual attention to detail, you know on there. A great example would be like an Apple device, that experience, from terms of like just opening up the actual item in the box.

[00:06:56] Kunle Campbell: Obviously I know that doesn’t necessarily translate [00:07:00] across all product types, but there’s certain standard you expect and then the point you just made is the insert. So further communication with the customer. Sometimes I also see other brands in the inserts. If I’m buying from one brand, you’d find maybe flyers or inserts or three other similar brands, trying to sell their own products.

[00:07:21] Kunle Campbell: And then in other times you find just one single, insert, which is what you’re referring to from the brand trying to Deliver a call to action or a message or a voucher or what have you. So should we speak to the first layer in 2024, what are customers expecting when a box arrives at their door, for instance, or a package?

[00:07:46] Kunle Campbell: Yeah.

[00:07:46] Tyler Delarm: When it comes to your unboxing experience, right? The branding of the actual packaging is as diverse as the companies that exist in the market, right? Some people they’ve got to do whatever they can to, Make it cost [00:08:00] effective, right? So maybe they’re using a slip instead of a box or maybe they’ve got the best box that they can afford or whatever is makes economical sense for them.

[00:08:10] Tyler Delarm: What we focus on in terms of helping people with their unboxing experience is just ensuring that whatever they’re delivering the product in is branded appropriately. And that doesn’t necessarily mean the branding has to be on the exterior. Cause some people are pretty wary of putting their brand on the outside of the box or making the box pretty.

[00:08:30] Tyler Delarm: Cause they think, ah, this is something that’s going to attract porch pirates. And there is validity to that, right? Like that is an issue. But what we encourage people to do is just ensure that even if you can’t brand the exterior that you brand the interior in some way and whether that’s Doing an actual print on the box, or maybe it’s using colored filler, or, having a box that is decorated in some way.

[00:08:53] Tyler Delarm: Whatever you do, just so long as the interior of the experience reflects the brand, [00:09:00] that will help you to be more competitive. If you’re doing nothing, if you’re just shipping it in a plain brown box at this point, you’re just basically saying our brand is pretty generic and we don’t care that much about it.

[00:09:18] Kunle Campbell: Yeah. I yeah I agree with you. But there’s also the Amazon effect, with all Amazon, packages are branded they’re aware of, porch pirates and they do it but it’s very interesting. I’ve also seen brands that have put a lot of attention to detail on the inside.

[00:09:35] Kunle Campbell: So they, they would. Have another color, an alternate color. It could be completely orange on the flip side, or the top, and then the logo is smack bang in the middle. And that, that just gives you an ease that, okay, I’m being taken care of. So that’s super, super interesting. Then.

[00:09:52] Kunle Campbell: What about the next layer which really is the way the product is presented. Sometimes the [00:10:00] product is just put in the box but just that presentation layer what are you seeing from your customers in terms of good packaging from that perspective

[00:10:09] Tyler Delarm: sure. When we’re talking about what’s inside the package and how they’re organizing it in terms of cleanliness so we just want to see, Basically that your product and your package arrive in the best condition possible and whether that means, you, you’re securing it in some kind of mold like your product sits inside the package.

[00:10:32] Tyler Delarm: That’s really ideal. Or if there’s some filler in there that just prevents the product from moving around. We want to make sure that both product and package. At least the interior of the experience arrived as unharmed as they can. There’s only so much you can do with postal carriers.

[00:10:47] Tyler Delarm: ’cause sometimes, frankly I’ve gotten plenty of boxes that were crushed on the way and that happens. But, you spend so much time developing this product package and there are a lot of brands out there now that just take this product that they’ve [00:11:00] really just developed for.

[00:11:01] Tyler Delarm: Months and months and then they just throw it in a brown box and they call it a day and so we want to see more people doing more to ensure that the product looks great and upon, you know Opening the package. It’s done really well and that The product looks pristine, essentially.

[00:11:17] Tyler Delarm: So as long as you’re using something to secure the package in transit you’re doing pretty well,

[00:11:24] Kunle Campbell: Okay. Okay. Makes sense. Makes sense.

[00:11:26] Maximizing Customer Lifetime Value

[00:11:26] Kunle Campbell: Now, the reason I’m asking these or I’ve asked this to two last questions is really down to maximizing customer lifetime value. Is it, is there any data to back high quality? A high quality on boxing experience, a pleasant or a top on boxing experience to retention.

[00:11:49] Kunle Campbell: That’s what’s a lot of, because with the retention listeners or DTC operators can then buy into

[00:11:56] Tyler Delarm: Sure.

[00:11:56] Kunle Campbell: The extra cost.

[00:11:58] Tyler Delarm: All right, again, with [00:12:00] unboxing marketing, right? So the extra cost is is essentially non existent for most people because it can be done well in any cost effective packaging that you need in terms of, what is the comparison between people that are shipping out just this empty Husk of a package versus a really nice unboxing experience, right?

[00:12:18] Tyler Delarm: 80 percent of consumers are going to repeat with a brand that Creates something special that feels unique when they receive it. They’re not looking for you know just another Box on their doorstep. You’re the unboxing experience as a touch point is the most emotional touch point that there that exists, right?

[00:12:41] Tyler Delarm: Like people anticipate it. They get it. They get excited to open it. There’s a huge swath of customers out there that are posting videos of themselves online. Interacting with this touch point. So if you’re not doing anything to optimize it, you could be losing out on increased satisfaction, retention and loyalty [00:13:00] UGC.

[00:13:00] Tyler Delarm: Obviously, like I just mentioned, the stronger customer relationships and then like upwards of a 15 percent lift in your reorder rate. And you don’t have to take my word for it, right? Like you can just test it. You can run some personalized experiences or some special unboxing experiences to a segment and just measure your reorder rate after that.

[00:13:22] Kunle Campbell: Interesting. You, have you worked in the CPG space from an unboxing standpoint?

[00:13:32] Tyler Delarm: So from an unboxing standpoint, so my role here is basically to help figure out people how to build their strategy. So I’m no I don’t believe I have.

[00:13:46] Kunle Campbell: Okay, because like there, there’s some activation packages that there’s some, there’s some experiences in which the very first order you make is a gift pack. So if you look at [00:14:00] a very popular one is Athletic greens, so they would give you, I believe, a flask mixer and with your very first order, so it’s really nice.

[00:14:11] Kunle Campbell: It’s a welcome pack. It’s, it comes with freebies and then subsequent packages. Then are the actual, supplements, they sell. So I was just wondering if you’d come up with, particularly with retention strategies, just the unboxing experience there. Whereby there’s a welcome pack and then, there’s just, the actual product that they ship every other month or every month, on a regular basis.

[00:14:36] Tyler Delarm: Okay. Sorry I misunderstood the question. So yes, absolutely. We do this. So basically what we’re going to recommend people to do with their unboxing strategy is build out different experiences along the way. So you have your first time customers that come in and maybe for your first time customer, you have a.

[00:14:56] Tyler Delarm: Very specific welcome message, or like you said, like a freebie or [00:15:00] samples that go inside. But you can’t send the same package over and over again. What we recommend people doing is you can start out with an order count strategy, right? So it’s ah, they ordered this time, they ordered the second, third, fourth.

[00:15:12] Tyler Delarm: And then build special unboxing experiences for each order. So whether they’re coming back the first time or the 10th time, every time they come to you, they’re getting something unique. And that really does help boost the retention and your reorder rates just because if people start feeling like, It’s I don’t know, I don’t know if you’re familiar with loot boxes, right?

[00:15:33] Tyler Delarm: Like every time they open it or something and it gets something new and it becomes something where it’s like, ah, I’m very, actually quite excited about this next thing. And as it’s building over time, you’re just getting better and better results and driving more loyalty with these customers that really want to see the next thing or they feel like it’s special.

[00:15:51] Kunle Campbell: Yeah, that’s a very good point. Using auto accounts to to figure it out. Okay.

[00:15:55] Personalization in Unboxing Experiences

[00:15:55] Kunle Campbell: Let’s get into the third layer, which are insets which I think [00:16:00] is what your company actually excels in which is on digital. Do you want to speak to the use case? With insets? Why should brands start considering inserts into their packaging or the unboxing experience?

[00:16:13] Tyler Delarm: Sure. So the reason that we focus so much on creatives is if you’re not putting a call to action inside of this box, it’s akin to sending an email with 100 percent open rate that doesn’t have anything in it, right? You just like sending Hey, so and and nothing, because your customers are excited to receive your product.

[00:16:34] Tyler Delarm: They’re excited to open it up. They’re excited to use it. This is a One of the most emotional touch points. And if you’re a DTC brand, it may be your only touch point, your only physical interaction with the brand or with the customer, and you should capitalize on it. So whether that’s putting a handwritten note again to a first time customer or building out a really personalized piece of marketing collateral, [00:17:00] we think that everybody should be applying a call to action of some sort to their box.

[00:17:05] Tyler Delarm: And measuring the results.

[00:17:09] Kunle Campbell: Okay. Okay. Okay. When you talked about creatives what do you mean by creatives in a box?

[00:17:16] Tyler Delarm: Sure. Package inserts can be anything, right? So they can be that note, they can be a flyer, they can be a brochure. Creatives is just another term for those pieces that go inside the box. and your creative can be pretty much anything.

[00:17:36] . So at the end of the day we’re trying to get more engagement and hopefully more customer lifetime value off the back of, any marketing activity. We’re carrying out. With the insets you’re talking about what seems to be a good Way to start particularly with listeners who have not [00:18:00] considered inserts into, in, in their in, in their unboxing experience.

[00:18:04] Kunle Campbell: How would you get started if you were listening to this podcast? You’re doing say 2. 5 million in sales. And you want to get more activation. You want to really engage with your customers that are receiving your packages. What would you do?

[00:18:21] Tyler Delarm: So for me personally, I would work to prove out this channel, right? If I’m just starting out, I’ve never done anything to build personalized unboxing experiences. I might start with a sample, pick a thousand customers, give them these, the first customized unboxing experience you’re going to produce.

[00:18:41] Tyler Delarm: And maybe it’s a thousand first time customers. Build out some sort of really special unboxing experience, whether that’s just writing a handwritten note or building like a full box with nice branding and everything ship it to them and then figure out what your reorder rate is from [00:19:00] there.

[00:19:00] Tyler Delarm: It just the main thing you need to do with your creatives what you’re putting inside the box, right? You want to put the customer’s first name at the top and you want it to be pretty obvious because What customers do pretty regularly is they’ll open up a box. They’ll see some flyers.

[00:19:16] Tyler Delarm: They’ll set them aside if you There are shipping out to somebody and say they open the box and it’s Hey, Sandy at the top. Oh I should look at this. This is something for me. You attach that essentially to whatever marketing message you want to put inside. You put a call to action on it.

[00:19:33] Tyler Delarm: And just make sure your call to action is something you can measure because if you’re going on reorder rates that’s awesome. But if you want to go on, maybe how much revenue or how much social media engagement you’re driving it whatever’s really important just choose your most important KPI, and then try to drive that through the box. People are going to see that as long as there’s a call to action and the message is clear, they are [00:20:00] going to start driving those actions out of their box. They are going to want to figure out how to build a strategy. So yeah, really they should just start with a sample group, figure it out. And if they need any help, obviously they can just shoot me a message.

[00:20:13] Tyler Delarm: I’ll help them figure it out whether they’re a client or not.

[00:20:18] Kunle Campbell: Yeah.

[00:20:18] Implementing Personalized Inserts

[00:20:18] Kunle Campbell: So I’m just looking at some examples from, from your websites and what I’m gathering in terms of the best way to describe this on, especially for people listening to this via audio is these inserts. I like emails in, in real life and with emails in real life there’s no right way to do it.

[00:20:42] Tyler Delarm: Apologize there, but it cut out for a moment.

[00:20:45] Kunle Campbell: Okay. I’m going to just rerecord that again. Oh, I’ll mark this bit. Okay. Just looking at some examples of inserts which you kindly shared with me, and I [00:21:00] would add to the show notes of this, I just want to describe what I’m seeing to listeners of this podcast, particularly people who are listening, just an audio for me.

[00:21:11] Kunle Campbell: What I’m picking up from this insert is they look like emails, but emails on cards, emails on paper, because there’s no right way to. To create an email for email creatives. You could go plain text, you could be very visual on it. You’ll you, you could be on brand, you should always be on brand.

[00:21:29] Kunle Campbell: But they look like you’re bringing emails to life, on, on handwritten notes. Is that a right way to assess it from the outside?

[00:21:38] Tyler Delarm: That is actually a very fair assessment of how it works. I think most people are familiar with email platforms in marketing at this point, right? Where you can you go and you can design the email. You can add images to it if you want, and then you can have dynamic fields or tokens as part of the message.

[00:21:58] Tyler Delarm: Where it says first name, like [00:22:00] their name will pop in, comma, and then whatever you want after that. With our Unboxing Experience platform, you can do something very similar with that. Where you build out the creative, you add whichever fields you want to use as part of your message that will dynamically populate.

[00:22:16] Tyler Delarm: And then every customer who orders will get a different version of that.

[00:22:21] Kunle Campbell: Okay. And then. And then what happens in real time, because with, obviously with an email, you just, it’s just electronic. How do my pick and pack staff actually get hold of a card or an insert for that particular order? How what are the mechanics there?

[00:22:38] Tyler Delarm: Sure. With fulfillment so every, everybody has a different process, for 10 warehouses, there’s 14 different ways of doing things. And we have a variety of solutions that sit in the warehouse and for the pick and pack right so if. I don’t want to get into the weeds too much about it, but basically there’s a trigger.

[00:22:59] Tyler Delarm: So when [00:23:00] somebody orders from your website that data is stored. And then when somebody in the warehouse goes to fulfill that order that data is called and wherever they would normally get stuff from, like whether they would print it downline or they’d print it at a station, the piece just falls right out with it in a matter of seconds.

[00:23:21] Tyler Delarm: As they’re packing it up, essentially if they’re at a pick and pack station, I’ll just use that example as they’re packing it up, they just grab it right off the printer and put it in. So they don’t need to move or go anywhere. It just goes sometimes like it could be attached to the shipping label.

[00:23:34] Kunle Campbell: Okay. Okay. Makes sense. And then from a. Content perspective. So what is in the email? You mentioned personalization. How personalized can you get with inserts?

[00:23:49] Tyler Delarm: Oh, sure. With with our platform, we can consume pretty much any data that the brand needs. Keeps track of, right? So if the brand has the data point and wants to [00:24:00] apply it to one of our creatives, they can absolutely do that. And we encourage them to do that because it’s great when people attach the first name to a message, but it’s so much better when they build something truly relevant to the recipient.

[00:24:15] Tyler Delarm: So instead of just being like first name, here’s this generic flyer, it’s first name. Thank you so much for ordering product. We’re happy to have you as a first time customer. If you want to complete the look, here are the remaining items. There, there’s just, there’s so much opportunity to build relevance with these different personalization fields. The more relevance that you can provide and the more actually relevant it is to the recipient, the more likely they are to engage with it. If 89 percent of marketers are seeing ROI on personalization and 80 percent of consumers appreciate personalization, you’ve got 60 percent of consumers who are going to repeat purchase and [00:25:00] less than 1% of people who are doing unboxing marketing.

[00:25:03] Tyler Delarm: It’s like there’s a huge opportunity to figure out how to differentiate yourself from competitors and set yourself aside and be like, all right, we’re going to be the personalization brand. We’re going to be some of the first people that are doing this successfully. Think about it as the early days of personalization for email marketing, customers just weren’t used to seeing oh, wow, this email has my name on it, and it’s silly to think about now because now it’s like I get those emails all day long.

[00:25:30] Tyler Delarm: What we’re seeing with unboxing experiences is a lot of that same novelty that consumers are appreciating. So if you add these relevance if you add any data point that you can. That makes sense. They get very interested and engage with it a lot more.

[00:25:47] Kunle Campbell: Interesting. And what are the most popular data points you’re seeing? I’m seeing a QR code on what, on your insets but besides QR codes, which are probably trackable what what’s the other data points, brands are using, and I want to speak to, if you could give me an [00:26:00] example from a, small DTC versus like a Unilever, that would be really interesting.

[00:26:05] Tyler Delarm: Small DTC side you’re going to see first name personalization. And that’s pretty much where that’s going to be. Because on small DTC, a lot of what we see people do outside of the platform. is people will come to us and say, Hey, I’m trying this, or I want to build a personalization.

[00:26:21] Tyler Delarm: And so they are just writing first name at the top. And then maybe they’ve got a couple of people handwriting some notes. And there’s just the same note. And then every time the new order comes in, they just. Write the first name on the top. That’s on the small side on the large side. You’re going to see things like First name personalization, obviously, but it’s going to include maybe their product Information about their audience or segment their loyalty points if there’s a loyalty program And it could go as far as identifying each segment that you have from we’ve got this loyalty program or we’ve got first time customers, or maybe [00:27:00] we’ve got a group of people that speak Spanish and building out creatives for them.

[00:27:04] Tyler Delarm: And so localization or yeah, anything that can improve the customer’s experience at the individual level. So big brands are going very far with the personalization.

[00:27:17] Kunle Campbell: Interesting. And then what about unique smaller brands, running say Shopify plus what tools or what data points do you have in their arsenal?

[00:27:26] Tyler Delarm: So we have a Shopify integration, actually. So if you’re on Shopify, like getting set up with us is literally just like the click of a button. Shopify does have a set of fields that come over with the order feed. But we are able to help figure out how to pipe in any other data in your like your CRM or your database, whatever, like we can help point you in the right direction.

[00:27:49] Tyler Delarm: Cause we can, we do have Shopify customers who want fields, for instance, that might not come over from Shopify and they just send it to us through another gateway.[00:28:00]

[00:28:00] Kunle Campbell: Okay. Okay. And I really liked the idea on loyalty, loyalty program puts, puts in the points you’ve occurred to, or just giving you your tear, your progress, to the next level. I got an email this afternoon on, from a brand I patronize and that it just upgraded me to, to another sort of customer segment or level.

[00:28:22] Kunle Campbell: And it was delightful to see that.

[00:28:28] Tyler Delarm: Are you there, Kunle?

[00:28:29] Kunle Campbell: And it was delightful to see that

[00:28:38] Tyler Delarm: Kunle?

[00:28:38] Kunle Campbell: tyler i’m here

[00:28:40] Tyler Delarm: Sorry, it cut off from patronize,

[00:28:44] Kunle Campbell: It comes from where?

[00:28:46] Tyler Delarm: when you were saying a brand you patronize.

[00:28:48] Kunle Campbell: Yeah yeah, so there’s a brand so I got an email from a brand I patronize and it was just updating me on my loyalty tear that I just achieved another level and it was quite Delightful [00:29:00] getting that message, you know on there So so I think there’s a lot of play with loyalty with customer loyalty data points

[00:29:06] Tyler Delarm: yeah, so with customer loyalty, let’s say loyalty program for a minute, right? So we’ll use that as an example. You’ve got these people out there that are just accruing points, and maybe they, Haven’t spent any of the, any points ever, or maybe they haven’t spent points recently. With personalization in the platform, like instead of sending them, Hey, you have this many points.

[00:29:28] Tyler Delarm: And that is great, right? Like we should send them, Hey, you have this many points. You could send them, Hey, you have this many points and then using like their activity from the website, you can pitch recommended products that they could get with that point value or maybe the exact discount that they could get that with that value and how much those products would cost.

[00:29:48] Tyler Delarm: So instead of sitting just the points, you can create a very hyper personalized offer back to that person to encourage them to actually utilize the points.

[00:29:58] Kunle Campbell: Yeah that, that makes sense. That’s [00:30:00] essentially call to action, based on their status. And then you found status, okay. All right. Are there any other points? I think one of the points I picked up on really was return labels what is the impact of return? Labels on the entire unboxing experience.

[00:30:17] Kunle Campbell: It’s quite a pretty it’s like a It cuts a it creates a chasm between Quality brands and non quality brands. When you shop with a quality brand, you expect a return label. Sometimes it’s digital, which you need to print out. But what are your thoughts there with return labels?

[00:30:34] Tyler Delarm: Okay. So this is, this comes down to basically how much do you want your customers to trust you, right? Like you, do you want them to look at you and perceive you as a, like a premier or prestige brand? Or do you want to just be another brand that they have to fight with? ’cause at the end of the day, if they have to fight.

[00:30:54] Tyler Delarm: For even a moment to return something, right? They’re just gonna dispute that charge and probably not gonna [00:31:00] revisit you or your brand again. And so you just kinda have to decide for yourself is it more valuable to me to make it easier for the customer? Or do will this order break the bank?

[00:31:10] Tyler Delarm: Or, if a slew of customers start doing it, is this gonna cost us? And it does. It is a cost decision.

[00:31:17] Kunle Campbell: It is it sure is it is a close decision, but it’s one to think about really and I like the fact that You brought in the point about trust, which is the currency really for transacting All right, tyler I could have gone on and on.

[00:31:31] Conclusion and Contact Information

[00:31:31] Kunle Campbell: But yeah, I think we’ve covered quite thoroughly lots of nuance regarding the unboxing experience so for people who want to find out more, you know about On digital it’s on digital.

[00:31:44] Kunle Campbell: com, which is U N D I G I T A L. com. I will link to it in the show notes. Is your team active on social media, [00:32:00] Tyler? Is your team active on social media?

[00:32:05] Tyler Delarm: Oh, yeah. Yeah, absolutely. So we use LinkedIn all the time. It’s just undigital at LinkedIn or, and then if they want to reach out and have questions, they can obviously shoot an email to solutions at undigital. com.

[00:32:19] Kunle Campbell: Brilliant. Brilliant. Tyler, thank you for coming on the 2X equals podcast. Really appreciate your insights in the unboxing experience. Cheers.

[00:32:27] Tyler Delarm: Kunle, thanks for having me.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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