Digital Marketing

Retail’s First Moment of Truth: The Bundle

What is a package anyway? We all know that you get a product from point A to point B. Besides the obvious of getting it there without damage or breakage, what is a box supposed to do? That work has changed dramatically in the last decade. Packaging has become the “first moment of truth” in retail. And now, especially, you are going to decide if someone will buy your product or not. So you better pay attention not only to what’s inside but also what’s outside the box.

Just because you have a great product doesn’t mean it’s going to sell. Or even if you have it in the right retail environment, it’s going to fly off the shelf. Packaging a product the right way involves much more than just creating a box to put your product in. Sure, it’ll get you there in one piece, we hope, but long gone are the days when the box acted only as a protective shipping container. Today’s box is the “retail” seller. The box or package is expected to provide the necessary information to make an informed decision for buyers, plus there is also no seller available to answer a question. Therefore, the package must be the silent seller to tell everything that is needed to know.

More importantly, conveying the information about what’s inside and how it will help the consumer solve a problem. That is an important factor to remember. When someone looks at your product in his mind, he is saying “What is this product going to do for me?” Think of your package from the perspective of the consumer, not that of the package designers or engineers. Don’t get caught up in the notion of what needs to be “IN” the box, but rather what needs to be in the package to pique or satisfy consumer interest. Keep engineering-driven statements to a minimum, instead explain what value and benefits they will gain compared to others. technically oriented information.

Think about the people who buy. Today’s consumer is a moving target. It has market trends, demographics, and market niches that are continually evolving at any time. If you’re not keeping up with these trends, then your product isn’t “engaging” with them with the right message. That core “message” is one of the most important attributes of your product packaging.

An intrinsic message can be conveyed in various ways. You can make your product more attractive through a variety of packaging applications. Here are some ideas to consider, compelling graphics, a full family of interrelated products, compelling lifestyle photos, clear, concise and brief instructions, and benefit-based claims. All of which have a subtle “feel good” message to the consumer. It tells them what they need to know or provides information that “connects” them with other satisfied shoppers.

Did you know that women influence or make the purchase decision 85 percent of the time? In some sectors of the market it is more and in others less, but above all it is women who make the main purchasing decision. What is going to make her buy her product? The answer is not what you might think.

But consumer goods companies are finally waking up to that fact. Unfortunately, it’s not as simple as taking the man out of the box and replacing him with a woman. It is also not using pink containers or other feminine colors. . Did you know that the number one color for packaging chosen by women is blue followed closely by red?

So first, understand that you need to connect with her on an intrinsic level. Do you understand why he is making the purchase? Alternatively, you need to know where you will be shopping. One thing is for sure, she will be in a hurry. Women today are overworked, short on time, and busy multitasking. How is she going to help you make an informed purchasing decision? Make it easy for her to buy and easy to use and understand and you have a winner.

Are you aware that the 50+ generation is the fastest and wealthiest shopping demographic?

Did you know that:

· Americans over the age of 50 control $7 trillion, or 70% of all US wealth.

The 50+ group brings in $2 trillion in annual income that they want and are willing to spend.

· A baby boomer turns 50 every 8 seconds of every day. Do a little calculation here on this market size. Think of all the boomers you know besides me.

· The most common phrase that seems to satisfy everyone is “active adults.”

Do you know what they want in the packaging of their products?

Whether you use the word “boomer,” “over 50,” or “aging,” this age group doesn’t want to be called old. Without context “over the hill”. Use words that are not considered negative. In a recent survey I conducted, the words “golden”, “aging” and “elderly” were not liked.

Sell ​​the 50+ generation the experience and benefits that come from using your product or service. Lifestyle issues are important. Boomers expect to live long and well, so conveying this in your product will create relevance.
And don’t forget your vision problems too. The bigger guy will satisfy them. As our population matures, the manual dexterity to open the product will also become increasingly important.

It is trends like this that dramatically influence product packaging and who will be the primary buyer. Yes, there are many other important demographics, but women and the generation of more than 50 years. they represent a huge and lucrative segment of the population. One that cannot be overlooked on any product packaging.

Therefore, it is imperative to understand what today’s consumer expects and demands from your product packaging. When a consumer buys, 70% of the time they make the purchase decision in the retail environment. That means in the store, not before, and it also means your product is competing with dozens of similar products for your attention. The clutter and proliferation of competing products is almost mind-boggling.

So even if you’ve established brand awareness, is it enough to make your product stand out on the shelf? A quick note here about branding for seniors: the 50+ population is not brand loyal, contrary to what you might think. They will switch brands if you provide a superior experience, especially at a lower or competitive price.

What makes this problem even more difficult is that, on average, it will take about 2.6 seconds for a consumer to decide whether to pick your product off the shelf. Those are a few seconds of retail sensory overload that will determine whether or not your product will sell. Therefore, your package better have the right message to the right audience.

There are so many factors that can influence a buyer to choose your product. But there are several things that I call “universal truths” that influence virtually any consumer.

1st: Time is not on your side.

Consumers are in a hurry. They won’t take long to decide which item to buy. Make it easy for them to access your product where and when they are shopping and have your product make the purchase decision for them.

2nd: Comfort is mandatory.

Look at the success of Wal-Mart or Best Buy, where you can access a wide variety of products under one roof. Today’s consumer is looking for a one stop shop where they can get most of what they need in one place. Other growth areas include convenience stores that are improving and expanding their product quality and quantity.

3rd: KISS. Keep it simple, stupid.

The more complicated the decision-making process, the more likely you are to lose their interest. It has to be fast, simple and uncomplicated.

Last but not least, give them a reason to buy. What is this product going to do for them? In many cases they will even pay more if you fix a problem.

Other “social” issues that may influence your package include:

Environmental responsibility or sustainability:
Green issues revolving around disposability, recyclability, and newer bioplastics or bioresins. The environmental aspects of packaging are heating up. Every week there are dozens of articles related to packaging and the waste stream.

Packaging innovation:

A major shift in consumer acceptance can trigger a flood of new product innovations. Companies are building entire brands around eco-friendly packaging, and consumers are waking up to the ‘garbage’ problem.

Product safety:

Much of this packaging is for specific reasons: security, evidence of tampering, counterfeiting, etc. If you can’t prove your product is safe and hasn’t been tampered with, be careful. Consumers are becoming increasingly cautious about where products come from and how safe they remain during the manufacturing process. Look for many innovations that prevent counterfeiting, tampering, contamination, or any product degradation.

In this category are RFID applications and the tracking of your products from the manufacturer to the consumer. Believe it or not, the media is pushing this. Too much packaging that is too difficult to open. Consumer Reports just published in March on the 5 most difficult packages to open. (Oyster Awards) And at Christmas there are always dozens of articles about “engulfing rage.” So make sure the consumer can get into the checkout and, more importantly, that it’s not a negative experience to do so.

So if you want to package products that consumers will buy, keep the
top in mind and:

Look for innovative packaging ideas outside of your industry.

Don’t focus so much on the “industry” that you overlook opportunities in other markets.

Learn about the latest consumer trends and understand what drives people to buy.

Don’t just pack hype, pack experiences.

Offer value in the form of benefits that consumers will get when they buy your product.

Stay up to date on who is buying what and where, and don’t rely on what worked in the past.

Finally, look at the package from the perspective of the consumer, not the manufacturers.

Remember that the package should be your first thought, not your last.

Leave a Reply

Your email address will not be published. Required fields are marked *