The Secret Weapon of Brands That Build Loyalty: The Delivery Experience

That moment when a customer opens their parcel? It’s more than just a formality. It’s the very first physical interaction with your brand. The online promise becomes (or doesn’t become) a tangible reality. And that moment weighs heavily when it comes to customer loyalty.

A well-presented parcel, consistent with your brand identity, can turn a first order into a buying habit. Conversely, a dull or impersonal package leaves a sense of disappointment. And in the age of Instagram and TikTok, that moment can also become a powerful acquisition tool, thanks to user-generated content like unboxings, stories, and reels.

Sézane is a brilliant case study. They’ve nailed the idea that the delivery experience is part of the product. Here’s what makes their unboxing moments stand out:

Collector Tote Bags When customers reach a certain order amount, they receive an exclusive tote bag. Each season brings a new, high-quality design inspired by that collection, with no flashy logos, just elegant patterns that reflect the brand universe. These totes are so desirable that they often end up on resale platforms like Vinted — proof of their popularity and collectible value!

Signature Scent Every parcel carries the subtle but memorable Sézane fragrance. It’s a sensory marker that builds emotional connection through smell — and makes the experience unforgettable.

Seasonal & Premium Packaging Boxes are designed for each season, with tissue paper and refined prints. Sometimes the customer’s name is even printed on the sticker that seals the box — a small but powerful personal touch. This level of detail creates a luxurious feeling from the very first moment. Customers feel seen, valued, and emotionally connected to the brand. Easy Returns Return labels are always included. No friction, more peace of mind. And more trust in the brand.

👉 The result? Sézane unboxings are everywhere on social media. Each parcel becomes a mini viral ad, shared by the customer at virtually no marketing cost. A smart investment that boosts visibility organically.

You don’t need a huge budget to make an impact. What matters most is consistency with your brand and delivering a bit of “wow” from the very first moment.

Custom Packaging

• Great options for small batches: Packhelp, Noissue, Sticker Mule.
• Use eco-friendly materials to support your brand’s sustainability commitments.

Add a Human Touch

• Include a handwritten note or a QR code linking to a personalised video or Spotify playlist.
• Use stamps or seasonal stickers for a quick visual refresh.

Engage the Senses

• Add a light ambient fragrance to create a sensory anchor.
• Use soft tissue paper, textures, and rich colours for a tactile experience.

Surprise Extras

• Think samples, discount codes, sweets, or a small goodie that fits your brand.
• Collectibles work well (stickers, tote bags, limited-edition cards, etc).

Smart Automation With a tool like ParcelRush, you can keep things personal without losing efficiency: Automatically print return slips, personalised inserts, or flyers.

👉 Save time and scale your operations — while still delighting your customers.

A great unboxing doesn’t stop at packaging. If delivery is slow, unclear, or hard to track, it breaks the experience.

👉 An integrated shipping solution helps you:

• Centralise all your deliveries, even with multiple carriers.
• Automate tracking and returns.
• Keep real-time visibility on every parcel.

E-commerce brands that handle logistics proactively deliver frictionless experiences, where every stage, from purchase to delivery, feels smooth and intentional. Modern tools like ParcelRush simplify operations, reduce costs, and maintain that all-important personal touch.

In Summary?

Unboxing is a loyalty lever that’s still underused. It’s not just about budget — it’s about intention, attention to detail, and brand consistency.

🫶🏻 When you get that moment right, it creates surprise, connection, and above all: repeat customers.