Retail analysts confirm that a consumer’s purchase decision is likely to change in-store. They plan, research, and make the trip, but may switch at the point of purchase. Leading factors that tempt a shopper to switch in the aisle include price, better information on a competing brand, or added value. All of this is communicated through the best salesperson for any supplier: the product package design.
Jessica Hendrix, CEO of Saatchi & Saatchi X spoke to this recently during Focus on Suppliers. With so many brands to choose from and new ways to shop, the importance of package design has grown for suppliers.
Know Your Customer
Customer insights are essential when designing your product’s package. When you identify your target demographic, it’s important to understand what they need to see jump off a package to make the sale. Your package may need to scream:
- Added bonus items
- Graphic of product in use
- Environmental benefits
It all depends on your core shopper’s preferences. Hendrix explains the value of insights for in-store and line shoppers:
“We can all agree package design is key to capturing a shopper’s attention,” she says. “With changing behaviors, brands now have to create packaging to draw interest on both the physical and the digital shelf. When you’re deciding what information to include in your designs, the value of insights about your shopper is on the rise.”
One Package, Two Shopping Experiences
Part of knowing your customer is insight into how he/she shops for your product. How do online sales compare to in-store purchases? This data shows where you may be losing sales, and the possible need to redesign your packaging.
“One package has to speak to audiences shopping in two completely different ways,” Hendrix continues. “Smart brands have already realized this and are going a step further by rethinking their entire approach: package design, size, and even the product design itself.
“Here’s one more thing to consider: In a store, you compete with your on-shelf neighbors for the shoppers’ attention. But online, the distraction is all but taken away.”
Customer Is Key to Package Design
Every decision in the design process needs to have purpose for your audience. Hendrix concludes by stressing the need to keep this focus, no matter where they shop.
“Whether you’re reworking the packaging itself or how to highlight it on physical and digital shelves, shopper insights matter now more than ever in this new omni-channel world.”