Buyer's Brief – One Box Doesn’t Fit All
With consumers flocking to e-commerce over the past year, Nick Peksa investigates how the packaging industry is repositioning itself to meet demand. This article first appeared in ESM Issue 2 2021.
From a marketing perspective, packaging is a sensory experience – an average shopper passes by 600 items per minute, so the first experience that the customer has with the product is important. In that one-tenth of a second, if the customer decides to pick up your product, how do you persuade him or her to purchase it?
An article in the last issue of ESM explored a number of packaging trends and innovations linked to the changes that consumers have made as a result of COVID-19. Shopping online is fast becoming the new normal, and 70% of consumers want their packaging to be delivered in suitably fitting boxes. Elsewhere, 38% are happy to spend more money on sustainable materials.
Bearing this in mind, a new marketing strategy for the sale of physical and e-commerce products may need to evolve to enable the growth of a category. Could this be the perfect time for collaboration between A- and B-brand suppliers and retailers?
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