Mystery box vending machines: Surprise pack with a success factor?

Vienna, Berlin, Hamburg, Cologne: mystery boxes or vending machines are popping up in more and more places. The promise: Thrills and spills for little money; after all, you don't know what you're going to get. Reason enough for the iXtenso editorial team to take a closer look at the new retail concept and get a surprise from the vending machine. Is it worth a visit? 

Do you remember the surprise bags from the kiosk? The vending machines work in a similar way. The only difference is that instead of sweets, other contents are waiting for new owners. More precisely, customers can buy packages here without knowing what's inside beforehand. The parcels come from online retailers and could not be delivered, were returned or not even picked up. This has advantages and disadvantages for both customers and retailers. We list these in detail for you below.

Shopping at the mystery box machine: how it was!

Naturally, we from the iXtenso editorial team wanted to try out the popular vending machines, which are also celebrated on social media platforms such as TikTok and Instagram. Here is our assessment:

The experience should definitely be emphasized. It was exciting to take a close look at the machine and decide which package we wanted to buy based on its appearance. For the most part, they all look the same, varying only slightly in size. Even the shape or material can only be guessed at. But we think that's what makes this sales concept so special. And now we're back to the image of the surprise bag, because we felt like birthday children when we unpacked it. Unfortunately, the gift was not what we wanted. We couldn't do much with the contents. Incidentally, the gentleman who went to the vending machine after us felt the same way. “Last time I got spare parts for a 3D printer. I couldn't use them, but the resale value was pretty high,” he said, and this time he picked out a package with the same adhesive tape as the last one. Maybe he was “lucky” this time too. And that's what shopping at such machines is all about: excitement, fun and luck. Can you live with bad luck when you invest money? Everyone has to decide for themselves. We would come back again.

Customers - That speaks FOR the vending machines: 

• Unique shopping experience: as you don't know what you're going to get - exciting!
• Potentially cheaper price: Often the products in the box are cheaper than when bought individually, which can be a bargain.
• Variety of products: Customers* can receive a wide range of products that they might not have chosen themselves.
• Sustainability: Mystery boxes can help to make good use of returns and surplus stock.

Customers - This speaks AGAINST the vending machines: 

• Dissatisfaction with the contents: what makes the shopping experience on the one hand can lead to disappointment on the other if the contents don't meet expectations or you get products you don't need.
• No return option: This is another plus point that can be interpreted as a disadvantage, because: Returns are often excluded, which increases the risk for buyers*.
• Possible rip-off: There is a risk that the value of the box does not correspond to the price paid, which can lead to a feeling of being ripped off.
• Leftovers and old products: Mystery boxes often contain older or less sought-after products that are difficult to resell.

Plus points for retailers: 

• Sale of remaining stock: Retailers can efficiently sell on surplus or returned goods, which reduces storage costs.
• Customer loyalty through experience: The element of surprise can strengthen customer loyalty as it offers a unique shopping experience.
• Additional source of income: Mystery boxes can be an additional source of income, especially if they are marketed successfully.
• Sustainability: Retailers can also send a signal here: We act sustainably and continue to use supposedly unwanted goods.

Disadvantages for retailers: 

• Customer dissatisfaction: Dissatisfied customers can leave negative reviews
• Pricing: It can be difficult to set a price that is both attractive to customers and profitable for retailers
• Legal risks: Misleading advertising or unclear conditions can lead to legal problems.