Product Packaging

The Future of Smart Packaging in the Retail Industry
March 6, 2018 at 10:19 am

Nowadays, 90 percent of smartphone owners use their devices in-store to research products, meaning brand owners and retailers face tough competition. Shoppers can be tempted not only by other retail store competitors, but by online stores as well. It’s not enough to offer a good in-store experience or competitive price; consumers are looking for detailed…

How Packaging Design Can Impact In-Store Promotion
March 1, 2018 at 1:36 am

Fact: Marketing professionals, from brand managers to chief marketing officers, are being challenged by retailers to optimize the way they inhabit brick-and-mortar store space by demonstrating new ways of capturing consumer interest and demonstrating this through increased sales. The disruption of e-commerce on retailers and CPGs alike has forced everyone to look differently at how…

How Product Packaging Can Solve Consumer Needs
November 28, 2017 at 11:14 am

For many years, cans of beverages were sold in cardboard packaging designed to be easy to carry. However, it wasn’t until relatively recently that this packaging took on a second purpose by serving as its own organizational container for inside the refrigerator. The fridge-friendly shape, angled perforated tear and gravity feed for cans to roll…

Packaging, Brand and E-Commerce: The Changing Role of Customer Experience
November 15, 2017 at 9:32 am

We used to walk down the long aisle in a large retail store choosing what to buy based on our interaction with the shape, color and messages of packaging. In this old, pre-digital world, this was one of the only ways consumers made shopping choices. In today’s world, however, even the traditional in-person shopping experience…

Online Retailers’ New Best Prospect? The Post-Purchase Customer
October 24, 2017 at 8:46 pm

Most retailers put a lot of time and effort into attracting new customers. It makes sense: you need customers to buy your products and sustain your business. However, generating more sales from existing customers is a more efficient, less expensive way to grow. The probability of selling to an existing customer is 60 percent to…

Shopper Study Reveals How Consumers Decide to Buy: Touching is Key
September 22, 2017 at 9:06 am

Consumer marketing research firm Eye Faster recently conducted a major study encompassing a dozen stores from a variety of U.S. retailers to identify behavior patterns and generate insights into the shopping experience. Mobile eye-tracking headsets were employed to observe shopper behavior and provide measurement at key levels of engagement. Among the key conclusions: unplanned purchasing…

How Packaging Data Can Inform Marketing Strategy
August 23, 2017 at 11:09 am

Today, brands and products have less time than ever to prove their relevance. Retailers have compressed the window for products to prove themselves and will trade out shelf space quickly based on new product launches that might sell better. The shopping experience has been disrupted as never before by technology. Packaging has always been an…

Retailers Activate the New Moment of Truth to Engage Customers
May 31, 2017 at 10:27 am

When shoppers buy a product today, they're far more likely to be influenced by the experience than solely by the price or product features. Whether walking into a Sonos listening boutique to shop for speakers, “trying on” makeup through Sephora’s mobile app or heading into a Nike store to test out shoes in virtual reality,…

How Brands Can Engage Customers Through the Corrugated Package
May 23, 2017 at 10:59 am

A major challenge for brands in the modern retail marketplace is to positively influence shopper behavior through fresh, relevant and dynamic messaging. Marketers constantly adjust promotional copy and offers through event, mobile and social marketing to break through to the buyer amid the noise of competitors. What’s new? Well, now the solution to this challenge…

2 Must-Have Methods for Packaging Testing
March 29, 2017 at 4:15 pm

Although a package redesign can increase sales significantly, the result can be also a huge failure (e.g. the Tropicana case, where the company lost over 50 million dollars). This is not surprising since influencing purchase decisions is complex: shoppers spend only a few seconds on a category, scan products in a split second, and decide subconsciously what to buy. Redesigning a package can be a big opportunity, as the package influences the last step in the purchase process. The question is rather which design will boost sales the most? Or stated differently: which research method consistently picks the winning design?