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They did specifically mention custom box sizes, labeling and packing. I think that qualifies as "customer experience". Taken to the extreme, look at all the A

by OldHand2018 5y ago

They did specifically mention custom box sizes, labeling and packing. I think that qualifies as "customer experience". Taken to the extreme, look at all the Apple unboxing videos - it is definitely an experience... Anyway, we've probably all had an Amazon experience where the product is damaged because of their garbage packing methods, or receiving your order in a box that was so big that 95% of the volume was air, etc. Again, go back to Apple. You will never have anything like that when you order from them. But even they could improve - a lot. I ordered an iPhone 13 to replace an iPhone 8. The case, the phone, and the trade-in box were all mailed as separate boxes. Either the case or the phone box could have easily served as the return box for the trade-in EDIT - I read the article twice before I really understood what they were getting at. I did a quick search and found this article [1] which explains a lot better [1] https://www.supplychaindive.com/news/maersk-visible-supply-chain-management-ecommerce-warehouse-network/605427/ https://www.supplychaindive.com/news/maersk-visible-supply-c...

chrisseaton 5y ago
> look at all the Apple unboxing videos - it is definitely an experience... People don't appreciate how expensive those boxes are. I think I've seen an article in the past but can't find it now - and maybe it changes at Apple's scale - but those kind of high-quality, precision-made boxes with that kind of vacuum effect you get opening them are astronomically expensive and will dwarf the costs of almost all consumer products that you'd put in them.
- PascLeRasc 5y ago
  Was it this? https://beneinstein.medium.com/no-you-cant-manufacture-that-like-apple-does-93bea02a3bbf https://beneinstein.medium.com/no-you-cant-manufacture-that-...
nradov 5y ago
I've never understood the fetish some people have for unboxing. You open the box once and then recycle it. So what? Could someone explain how this even matters? Do consumers actually make purchasing decisions on this basis?
- Tsiklon 5y ago
  I believe there’s some psychology involved here that I know nothing about, but I think the general idea behind it is about getting or continuing the buy-in from the customer. That the detail in the presentation of the product is intended to say things on several different levels; “we care about the details so much that we made opening the product an event”. Slightly deeper than that - “you will remember when you first opened a product from us, and our brand”. Deeper still it can try to reinforce - “this product has value, you have made the correct decision”. It could be very reasonably argued that it’s wasteful and pointless, but you could also argue that it’s also argue it’s intended to improve the experience of customer ownership, and the brand value in the eyes of others, which are less tangibly measured.
- aksss 5y ago
  My guess is that it's all downhill after the device has been unpackaged - the device fails to meet inflated expectations; it becomes outdated in short order; or if it works like it's supposed to, it becomes transparent. The opening of a box is the peak of anticipation right before the 'meh' of banal integration. The mind moves on to the next greatest thing to anticipate. Then also, some people can't afford nice stuff. Unboxing videos are a way for people to experience possession virtually.
- OldHand2018 5y ago
  I have a sibling that works for a large multinational corporation and does sourcing for products. To sell the exact same item successfully in Asia, Europe and North America, there is a certain amount of packaging that the customer expects for the price of the product. Asia is the lowest, Europe is in the middle, and North America is the highest. It is, apparently, a cultural thing.
  - Arrath 5y ago
    What a wasteful cultural thing it is. I hate all the extraneous crap that surrounds the actual product I want, most of the time.

chrisseaton 5y ago

> look at all the Apple unboxing videos - it is definitely an experience... People don't appreciate how expensive those boxes are. I think I've seen an article in the past but can't find it now - and maybe it changes at Apple's scale - but those kind of high-quality, precision-made boxes with that kind of vacuum effect you get opening them are astronomically expensive and will dwarf the costs of almost all consumer products that you'd put in them.

PascLeRasc 5y ago
Was it this? https://beneinstein.medium.com/no-you-cant-manufacture-that-like-apple-does-93bea02a3bbf https://beneinstein.medium.com/no-you-cant-manufacture-that-...

nradov 5y ago

I've never understood the fetish some people have for unboxing. You open the box once and then recycle it. So what? Could someone explain how this even matters? Do consumers actually make purchasing decisions on this basis?

Tsiklon 5y ago
I believe there’s some psychology involved here that I know nothing about, but I think the general idea behind it is about getting or continuing the buy-in from the customer. That the detail in the presentation of the product is intended to say things on several different levels; “we care about the details so much that we made opening the product an event”. Slightly deeper than that - “you will remember when you first opened a product from us, and our brand”. Deeper still it can try to reinforce - “this product has value, you have made the correct decision”. It could be very reasonably argued that it’s wasteful and pointless, but you could also argue that it’s also argue it’s intended to improve the experience of customer ownership, and the brand value in the eyes of others, which are less tangibly measured.
aksss 5y ago
My guess is that it's all downhill after the device has been unpackaged - the device fails to meet inflated expectations; it becomes outdated in short order; or if it works like it's supposed to, it becomes transparent. The opening of a box is the peak of anticipation right before the 'meh' of banal integration. The mind moves on to the next greatest thing to anticipate. Then also, some people can't afford nice stuff. Unboxing videos are a way for people to experience possession virtually.
OldHand2018 5y ago
I have a sibling that works for a large multinational corporation and does sourcing for products. To sell the exact same item successfully in Asia, Europe and North America, there is a certain amount of packaging that the customer expects for the price of the product. Asia is the lowest, Europe is in the middle, and North America is the highest. It is, apparently, a cultural thing.
- Arrath 5y ago
  What a wasteful cultural thing it is. I hate all the extraneous crap that surrounds the actual product I want, most of the time.