Product Packaging

The at-home unboxing experience is the “Last Moment of Truth” for any brand. This is the moment when a consumer is dedicating personal, hands-on time to interact with a brand — time that used to be spent in a dressing room or browsing an in-store display. Now, that moment of truth is happening in kitchens, living rooms and bedrooms filled with scattered boxes, piles of packaging material and return labels.

Every year, billions of dollars and countless hours are spent by retailers, brand owners, and packaging professionals ensuring that customers have a positive experience with their brand. What happens to the customer experience when they can’t find the product they want due to theft? Nothing good. Theft is far more than a retailer issue —…

Brand experience can make or break a business, but most companies are too focused on other priorities — e.g., financial planning, partnerships and expansion — to get to the root of whether their brand experience is really a positive one for its customers. A survey from global consulting firm Bain & Company shows that 80 percent…

Packaging producers often have a unique view into the world of sustainable packaging, serving as a conduit offering expertise between stakeholders in customer meetings around retail presence, brand image, form function, fulfillment and supply chain. It’s very typical for customers to spend a lot of time in these sessions discussing how to message sustainability on…

Nowadays, 90 percent of smartphone owners use their devices in-store to research products, meaning brand owners and retailers face tough competition. Shoppers can be tempted not only by other retail store competitors, but by online stores as well. It’s not enough to offer a good in-store experience or competitive price; consumers are looking for detailed…

Fact: Marketing professionals, from brand managers to chief marketing officers, are being challenged by retailers to optimize the way they inhabit brick-and-mortar store space by demonstrating new ways of capturing consumer interest and demonstrating this through increased sales. The disruption of e-commerce on retailers and CPGs alike has forced everyone to look differently at how…

For many years, cans of beverages were sold in cardboard packaging designed to be easy to carry. However, it wasn’t until relatively recently that this packaging took on a second purpose by serving as its own organizational container for inside the refrigerator. The fridge-friendly shape, angled perforated tear and gravity feed for cans to roll…

We used to walk down the long aisle in a large retail store choosing what to buy based on our interaction with the shape, color and messages of packaging. In this old, pre-digital world, this was one of the only ways consumers made shopping choices. In today’s world, however, even the traditional in-person shopping experience…

Most retailers put a lot of time and effort into attracting new customers. It makes sense: you need customers to buy your products and sustain your business. However, generating more sales from existing customers is a more efficient, less expensive way to grow. The probability of selling to an existing customer is 60 percent to…