Packaging can be one of the most important tools in “closing the sale” at shelf with your shopper. Yet in most cases, it’s not considered as a viable component or tactic when developing a 360-shopper strategy and activation plan.
Shoppers expect packaging to reflect the brand itself. The importance of packaging goes beyond in store. Your shopper may interact with it everyday or multiple times a day after their shopping experience is over. Packaging should reflect who brands are and who they need to be in the eyes of their shoppers. Good package design must clearly communicate the benefits of the product and breakthrough an increasingly cluttered retail environment. It should also take into consideration the shopper, her behaviors and mindsets.
Understanding the power of packaging within the shopper marketing mix can help surpass the basic needs of the shopper to create an emotional connection that is long lasting and unbreakable. Many brands use packaging as an effective way to connect to consumers’ memories and passions through nostalgic imagery, aligning with a specific season or even an entertainment partner.
Shoppers expect packaging to reflect the brand itself. Think about the iPhone or iPod. The packaging is sleek, clean and simple. Apple has made these products easy to use and their shoppers wouldn’t expect to see instructions, headlines or superfluous copy on the package.
What does this mean to you?
Do you know what your shopper expects from your brand and its packaging? If not, you may want to consider these questions when building a shopper strategy or package design:
- Who is the shopper, and how do you want her to interact with your brand at home?
- Does your package overcome purchase barriers?
- Are you engaging enough at retail to convert into a purchase?
- Are you creating a memory that lasts beyond the shelf?