Why Blind Box Sells Well and Why Customers Can’t Stop Buying

Blind Box: How to Make Customers Addicted and Keep Buying

Lately, you might have seen small doll collectibles from blind boxes on your friends' Instagram Stories or other social media platforms. Or maybe you’re even involved in this trend yourself! Have you ever wondered why this marketing strategy, where consumers purchase blind boxes to see if they get the doll they like, has become so popular? Even though consumers might want only one specific doll from the entire collection, they’re willing to take the risk of not getting it. 

This article will dive into the world of "blind box" marketing, exploring why you or your friends keep coming back for more, no matter how many times you try, and why it never seems to be enough!

Understanding Blind Box Marketing

Blind box marketing is a sales strategy where buyers don’t know what they will receive until they open the box or package. It originated from the Japanese toy market and gained popularity in the early 2000s, eventually spreading to other markets, including Thailand. A notable example that made blind boxes a trend in Thailand was "Pimrypie," a famous YouTuber and online seller who started offering blind boxes for a wide range of products. These included perfumes, cosmetics, electronics, household items, and even food items like fresh fruit and seafood. There were even instances where buyers randomly received a brand-new car!

As Pimrypie's marketing gained traction, other internet celebrities also adopted this strategy with significant success. Major brands like POP MART entered the market, further boosting the popularity of blind box marketing, which continues to thrive today.

Why Is Blind Box Marketing So Popular?

Creates Excitement and Anticipation

The uncertainty of not knowing what product will be received generates excitement and anticipation for consumers. The thrill of discovering whether they get the item they like when they open the box adds to the fun of the purchase.

Stimulates Collectors’ Instincts

Many consumers experience a strong urge to keep buying blind boxes until they get the item they want or complete the entire collection. This "chase" mentality drives repeat purchases and increases engagement with the product.

Affordable Pricing

Blind boxes are often priced reasonably (when purchased directly from the brand, not from resellers). This accessibility allows consumers to buy frequently without breaking the bank.

Social Media Trends and Content Creation

A key highlight of blind box products is their popularity on social media. Consumers often share photos and reviews of their unboxing experience, which can quickly go viral. Creating content around blind boxes has become a trend, making them even more appealing in the age of social media.

Case Study: POP MART – A Successful Blind Box Toy and Collectible Brand

POP MART's Strategies

Distinctive Design

POP MART’s toys feature standout designs, with unique shapes, colors, and characteristics for each figure. This distinctiveness makes consumers feel that these items are worth collecting.

Creating a Sense of Rarity

The brand positions its products as limited editions or hard-to-find items. This scarcity drives consumer desire, as owning something rare fulfills a sense of completeness for collectors.

Why Customers Can’t Stop Buying

Psychological Mechanics

The uncertainty of what will be received adds excitement and curiosity. When a consumer opens a box and doesn’t get the desired figure, it only heightens their desire to try again and get the figure they want next time.

Desire to Complete the Collection

Since POP MART offers multiple figures in each collection, consumers often feel motivated to purchase until they complete the entire set. They enjoy showcasing the complete collection at home or on social media, which further fuels their collecting behavior.

Examples of Adapting Blind Box Strategies for Other Businesses

Restaurants

• “Surprise Meal” Menu: Offer a menu where customers don’t know in advance what they will receive, but it will be a carefully curated selection by the restaurant.
• Random Food Delivery: Provide a service where customers receive a surprise meal when they’re unsure of what to order for the day.

Clothing and Accessories Stores

• “Box of Surprises” Clothing Sets: Create surprise boxes containing clothing or accessories where customers don’t know what items they will receive.
• Random Giveaway Events: Host events where customers receive free accessories when they make a purchase above a certain amount.

Bookstores

• Mystery Book Bundles: Offer book bundles where only the theme or genre is revealed, but not the specific titles or details.
• Subscription Service: Allow customers to subscribe and receive a new, carefully selected book each month, as a surprise.

Blind box marketing leverages fundamental human desires for excitement, collection, and social media trends, as demonstrated by the success of POP MART. This strategy highlights its potential in engaging consumers effectively. However, brands must be cautious when implementing this approach. It’s crucial to balance the thrill of the unknown with consumer satisfaction and social responsibility to achieve sustainable success in today’s marketing landscape.