T
he fundamental role of packaging is being permanently altered. This shift
in consumer shopping behaviour has inevitably had an impact on the role
and purpose of packaging as a tool to persuade, protect and inform. The
requirement to shout on-pack messages in store like ‘Buy me!’, ‘10%
off!’, ‘Family Pack!’ or cover the pack in garish price marks are not now, in theory,
required in an at-home shopping scenario where all manner of non-packaging
specific marketing tools can be used to persuade purchase. The design on the
pack purchased online could have different messaging to that bought in store.
The first time consumers will interact with the packaging in this scenario will
be a post purchase ‘second moment of truth’ with the sales conversion having
already taken place perhaps days earlier.
Despite the growth, just about all consumer facing brands are packaged exactly
the same whether bought in store or online. It is, of course, the same stock
that the retailer is drawing upon. In the traditional bricks and mortar shopping
environment, the role of packaging at the point of sale is to entice the
shopper and persuade them to act in the second or two in takes to make a
buying decision. Packaging that attracts, looks different, is merchandised
optimally and stands out at the point of sale has a fighting chance of
winning the attention of the busy shopper.
Packaging’s role is fundamentally different when items are delivered to the
consumer’s door. It no longer needs to tease, entice and inform shoppers as
part of the pre-purchase decision-making process. That battleground is won
and lost on a computer, smartphone or tablet screen. The product’s previous
history and reputation is far more important in this situation. In terms of special
edition packs, when the promotional ‘sell’ is online, packaging takes a backseat.
It is no longer necessary to emblazon seductive ‘buy me’ messaging on pack
when the interaction is done on a computer screen. Brands have the opportunity
to be more aesthetically pleasing in the hand AND the opportunity to de-clutter
a busy pack with more branded and more post-purchase supportive messaging.
The in-store packaging also needs to have transportation functionality to ensure
the product can be safely transferred by the shopper from retail store to home.
But the game changes beyond recognition in the online world where products
need to travel just metres to the fridge so, is there the need for expensive and
highly engineered handles for example?
There are clearly massive hurdles in terms of the practical implications of ‘dual
packaging’. It will be really interesting to see if any major brand owners bite the
bullet and change their packaging to meet the needs of consumers in this exciting
new world. Those brands and online retailers that recognise this could create a
significant competitive advantage in the marketplace.
Paul Jenkins founded ThePackHub to
help bring packaging innovation to
brand owners and packaging suppliers.
Paul and his team take a consumer’s
approach to packaging innovation. He
is delivering packaging consultancy
for ThePackHub centred around idea
generation, workshops, consumer
insight, research and feasibility and
implementation. ThePackHub offer
packaging innovation solutions from
concept to delivery.
What is packaging’s role as the world
moves to online shopping?
Just about everybody reading this has bought a packaged good online in the last few months.
Online shopping has grown significantly over the last few years and is impacting on all our lives
whether we are a consumer or indeed work in the packaging industry. According to recently
published figures for the UK, online now accounts for around 13 percent of all transactions and
internet grocery sales are set to double in key European markets by 2016.
Paul Jenkins co-founder of packaging innovation
consultancy ThePackHub finds out more.
Vol 4 Issue 3 • WHAT IS PACKAGING’S ROLE AS THE WORLD MOVES TO ONLINE SHOPPING?
Paul Jenkins
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The GAPP
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.co.za
