In a quick answer, product packaging is at front line of sales and marketing strategy as it sells by itself.
Gone is the time when packaging purpose was to contain and protect the product from damage across entire supply chain until reach the retailers’ shelf. This basic need quickly evolved to a new marketing and sales tool as soon as companies established the relation between product appearance and sales results.
Product packaging is the first contact with consumer and is decisive in first buying decision also known as the first moment of truth, meaning that packaging plays a fundamental role in the sales success of the product as it can sell by itself.
The product packaging appearance increases not only product visibility on shelf, but also brand awareness and recognition, becoming as important to product as its performance itself.
Packaging product design become key in product differentiation, however a product that is completely different from competition the differentiation is achieved, right? And just because it is different, are people willing to buy it?
The answer is no, because differentiation is not enough. The product has to appeal to consumer senses. If product packaging doesn’t appeal to consumer senses, people just do not buy it.
And appeal to consumer senses is enough for re-purchase?
Having an appealing product packaging is necessary but not enough for re-purchasing, also known as the second buying moment of truth. If product packaging appeals, but provide a negative consumer experience, consumers will say: “it is very nice packaging, but doesn’t fulfill my needs” or “it is difficult to use“. And at the end consumers do not re-purchase and product fails on second moment of truth.
The effects of a negative consumer experience with the product packaging can be devastating to a brand image, not only consumers will not buy back, but can also easily share their experience through social networks, creating a negative domino effect for the product and brand.
First and second buying moments of truth are critical sales process milestones and are key in any sales and marketing strategies as they contribute decisively for business targets.
Resuming, it can be said that product packaging adds or removes value by directly influencing the purchase decision.
Recognizing this value is half way to have successful added value products in the market, that are meaningful for consumers and companies. For the other half way, we at Impackt take care of it.
