Packaging. How important is the external presentation of ready-to-use consumer products? What difference does it make to the average shopper if a particular brand of frozen corn is packaged in a cardboard box, a re-sealable pouch, or in a microwaveable bag?
According to market research on consumer preferences, packaging innovation makes a huge difference. When it comes to consumer packaged goods (otherwise known as CPG), package configuration can mean the difference between lackluster sales and increased profit margins.
Inventive Packaging Delivers CPG Gains
Innovative packaging solutions have the power to drive consumer sales and build brand loyalty. Design enhancements (such as brighter and more vibrant colors, or curve-shaped containers) and advances in ease of use (such as replacing hard to open lids with pop-up tabs or flip-tops) can bring new life to old brands. These changes can generate heightened excitement in existing buyers and influence new consumers for the product.
Positive Shelf Impact of Package Design
When viewed as a plus, and aimed at responding to consumer dissatisfaction, product innovations in CPG brands deliver for the bottom line. Innovative packaging has immediate and positive shelf impact: Customers are attracted to new designs in packaging. They will respond by picking up that particular product, and turning away from the competition. Some customers go a step further and become brand advocates. They'll tell their friends about the new design and, through word-of-mouth, encourage others to buy the product as well.
Package Innovation Demonstrates Consumer-Centric Marketing
Not only does improved product design appeal on a purely visceral level, but package enhancement are clear indicators of a CPG company’s consumer-centric approach to marketing. Innovations in graphics and packaging design send a positive signal to potential consumers, indicating that brands have listened and responded to consumer feedback.
Changing the way a product looks and feels with innovation in packaging is a reliable way for manufacturers to create good will, strengthen brand loyalty, and enhance the brand’s position in the marketplace and in the mind of the consumer.
Stand-Out Packaging Differentiates the Brand
Nothing is more important in brand marketing than standing a part from the competition. Innovation in package design differentiates one product from another and can lead to positive economic results. Proper packaging can make a brand stand out on the shelf. Inventive displays and prominent product placement will make the brand more memorable than other similar items.
Ultimately, innovative packaging revitalizes a brand, offering consumers a premium choice over a different brand. When coupled with astute marketing and higher distribution, new packaging will simultaneously answer the needs of the consumer and strengthen the brand in the CPG industry. Sometimes even the smallest innovation in packaging can help products literally fly off the shelves.
Roxanne Blanford - Roxanne Blanford is a professional writer and marketing communications specialist with a B.A. in Communications.
Join the Conversation