Making a decision to purchase goods can be based on many factors and there is much research that documents how retailers influence the purchasing process.
But what part does packaging play in this? Can a buying decision be influenced by the packaging of the product?
The answers are that packaging can play a huge part in this and ultimately influence the buying decision, either in a retail environment or through e-commerce channels.
This is not something that has happened purely by chance. Purchasing teams, packaging designers and marketing professionals will have all worked together to create something that is iconic, represents the brand clearly and engages with the customer. Those that do it well set themselves way ahead of their competitors.
Packaging in the retail sector should be visually appealing and communicate the necessary product information. If the packaging is integral to the success of the product, such as in the cosmetics sector or luxury items, even greater emphasis should be placed on developing a packaging strategy that fulfils customer expectations. It has the power to create a customer journey, integrate an emotional aspect to the buying process and ultimately drive repeat business for the brand.
Whilst retail packaging comes in many guises how can corrugated influence the buying decision?
Corrugated is the core material for Retail Ready Packaging (RRP), Free Standing Display Units (FSDU) and dumpbins but there are a range of other ways that it can be used to draw attention to products
through eye catching designs and print. It’s flexibility to provide unique packaging solutions is one of its most popular qualities.
Such products permit manufacturers to promote their products within store, once again engaging with the shopper in a visual way making the purchase process easier and committing the brand and product to the mind of the shopper driving repeat sales in the future.
Let’s also think of the ever-growing ecommerce market. Most brands choose a corrugated solution to ship goods to customers with many creating a memorable customer experience as the goods are unwrapped.
Indeed, it doesn’t take long to think of some high street brands – such as Hotel Chocolat, Charlotte Tilbury and Fortnum and Mason – that have their packaging just right and that consumers will choose that brand over others because of the eye catching packaging and the way in which the products are presented. The list is quite endless and, whilst some are iconic, there are many that are simply down to personal preference, due to the emotional attachment that has been created to the brand, often through the packaging.
Packaging and buying is undoubtedly a close relationship and, as expectations continue to rise and buyers demand more, perhaps now is the time to be paying more attention to your packaging.
Why not benefit from a bespoke consultation and the expertise of our design teams and see how packaging could influence your customers.
