Packaging, unboxing, and inserts: what drives repeat purchases and reviews

Diego Gomes · 2026-10-07

Cost per unit

Cost per unit is one of the main factors that affects your decision about how to package and present your product. It’s important to find a balance between attractive packaging and the cost it adds. Basic packaging can cost between R$ 1,00 and R$ 5,00, depending on the material and design. To improve the customer experience, consider investing in custom packaging, which can range from R$ 2,00 to R$ 10,00 per unit. This investment may lead to a higher repeat purchase rate, making up for the initial cost.

Qr code insert

Adding an insert with a QR Code to your packaging can be an effective strategy to engage customers and increase repeat purchases. The QR code can link to an unboxing video, a product usage guide, or a satisfaction survey. Printing a simple insert costs around R$ 0,30 to R$ 1,00 per unit. This interaction can increase the time customers spend engaging with your brand and generate more reviews.

Asking for a review

After a purchase, asking customers to review the product is crucial. An automated email or a WhatsApp message can be a good strategy. Studies show that products with reviews have a 12% higher chance of being purchased again. Offer an incentive, such as a discount on the next purchase, to increase the response rate. The only cost may be the discount itself, but the return in positive feedback and increased conversions can be significant.

Repeat purchase coupon

Including a repeat purchase coupon in the packaging is a direct way to encourage customers to come back. Coupons can offer discounts of 10% to 20% on the next purchase. The cost of a coupon is minimal, but the impact can be huge. This not only increases the likelihood of a second purchase, but also helps build customer loyalty, turning them into brand advocates.

Customer experience vs. margin

You need to assess whether investing in the customer experience is worth it relative to your profit margin. If your margin is 30%, and the total cost of improving the experience (packaging, insert, coupons) is 10% to 15%, you may be in a good position. But if your margin is very low, prioritizing the experience may not be viable. Every business is different, and ideally, you should run A/B tests to find the sweet spot.

Which of these strategies have you implemented, and what impact did they have on your numbers?