Walk into any retail store, be it a supermarket, electronics outlet or toy store, and look at the products on offer. How many of them appear as they are with no packaging whatsoever? Not many, one would guess.
The customer experience starts not with initial consumption of the product, but with the presentation of the item in-store. The first thing a customer sees is how the item is packaged. That’s where manufacturers need to hook their attention.
The packaging of a product often says a lot about the product itself. If something is presented to the customer in a sophisticated way, the product inside is most likely to be luxurious (for instance, an especially rich chocolate bar). If the packaging is more in-your-face and bulky, the manufacturer is most likely aiming towards a younger, more adventurous market. Essentially, the material and colour of the packaging should be indicative of the target market. Is the product geared towards an affluent consumer who savours luxury or is it intended for less wealthy customers who don’t want to be priced out by sophisticated packaging?
In more recent times, the material used in packaging has become a crucial factor. The modern consumer is very environmentally conscious and purchasing decisions can often be swayed by which brand demonstrates the greatest degree of commitment towards eco-friendly practices. That’s why it is vital for companies to favour recyclable materials in their packaging, while it helps to display somewhere on the packaging proof of their dedication to environmentally friendly principles. If a customer sees that a manufacturer evidently cares about eco-friendliness, the chances of buying from them increase significantly.
The infographic below, which was created by Bracken Foam Fabricators, explains just why product presentation is so important and how it can be optimised so that a potential buyer is converted into a loyal long-time customer.