HOW TO HOST AN UNBOXING EVENT

An unboxing event is the unpacking of new stock in front of and with customers. Unboxing is popular for anything collectible. It can help you connect with existing shoppers as well as discover new traffic for your business – people interested in the brand featured in your unboxing event.

Here is our advice on running an unboxing event:

1. Run an event for one brand of product at a time. Do not host multiple brands at once.
2. Do not open the boxes in advance. It is essential your customers see you break the seal of the box to ensure it is an authentic event.
3. Have a clear process for arriving and pricing stock, to maintain the integrity of your business data.
4. Involve those present in opening the boxes and removing the items.
5. One at a time though – keep the event under control for all to see and you to have control over your inventory.
6. Offer an event discount to appreciate those who are attending. If you run discount vouchers this could be enough – depending on the sales outcome you want to drive.
7. Accept Lay-Bys. 
8. Let customers know you will do an unboxing event even if you do not have a specific date at that point. Build interest.
9. Do not be afraid of only short notice of the specific date – as you cannot be sure when stock comes in.
10. Be a good host:
    • Start the night with some fun – for example, a trivia quiz.
    • Do some research about the product brand and share that – make yourself the expert. 
    • Talk to the group about the brand, share some history and insights they might otherwise not know. This reinforces your place as a specialist retailer for the brand. newsXpress and often help with these insights.
    • Show a video or two from collectors. You can usually find these through YouTube.
    • Have something for them to take away, a flyer promoting other parts of your business.
    • Offer a discount on other purchases on the night – for example 25% off cards. This adds to the value your guests gain from the night.
    • Be sure to thank your guests.
11. Make sure the event is worth it to customers. This means ensure you have a good volume of product to unbox.
12. Create a space in the middle of the shop, on the shop floor.
13. Have enough chairs for everyone.
14. Have some wine and cheese or other drinks and nibbles as appropriate. Make it special without going over the top.
15. Promote the event:
    • On social media.
    • Through an email.
    • Via a flyer handed to customers.
    • Through an article in the local paper.
16. Have fun.

Even though we say you should host an event for one brand only. It could be that you need to do multiple brands at once because of the small volume of stock. If this is your situation, pitch it as a mega unboxing event, something unique and exciting. It will challenge your hosting skills but done right it could work.

What can you host an unboxing event for? Any items that are highly desirable / collectible.