1. Globalisation
Managing a brand globally requires balancing some level of global continuity with enough local customization to account for differences in shoppers, retail environment, and competitive situations. In today's world, there is value to having some consistent "equity elements" (colors, shapes, icons, etc.) globally. But brands also need to be careful that they don't mandate uniformity, which often translates into global mediocrity. For instance, marketers need to understand how consumers in different local markets feel about certain packaging structures and how they relate to the package in both the retail and home environments.
2.The retail/manufacturer relationship
The dynamic between retailers and manufacturers continues to evolve dramatically. Retailers are pushing their own brands harder and often doing a good job of it through better packaging. And consumers are responding. This means manufacturers have to work even harder on their packaging to help justify price premiums. They can do that through structural innovation (such as proprietary "ownable" shapes that leverage an emotional connection with shoppers) or by value-added features, such as resealability and transportability. But it is important that on-pack messaging works hard to highlight these features or many shoppers won't become aware of them.
3.Packaging and Public Health
There's increasing pressure on manufacturers to educate people about making healthier food and beverage choices, through clear and informative on-pack information. Pack sizing can also play a role in limiting consumption. For example, 100-calorie packs encourage portion control, which brings value to both consumers and the broader public health effort. However, marketers need to ensure that any change in packaging isn't perceived negatively as downsizing or providing less value, so it is important to provide clear reassurance when making a major change.
4.The Role of Packaging during online shopping
The consumer can't hold or touch the package in this context, so visual appeal and communication means everything. Yet, poor quality pack images can be spotted on e-retailer sites. Secondly, what is most important in this context, should the online shopper be presented with an image of the primary or secondary packaging, or both? Furthermore, shoppers sometimes have difficulty gauging quantities online as small packages look similar to larger ones and this leads to confusion. There are certainly opportunities to "rethink" packaging in an online context.
5. Extended Packaging Communication via QR Codes
There is an opportunity to leverage quick response (QR) codes on packaging. Many manufacturers are struggling to figure out what digital content those codes should link to: Should it be product information or entertainment? Is the opportunity during the shopping experience or later, at point of use? So far, our research shows that QR codes are more likely to be scanned once the product is taken home, rather than in-store.
6. Packaging & the environment
Sustainability is right up there with globalisation as a top issue for manufacturers. We've found that it is not enough to put out a sustainable solution on the market; you have to use on-pack communication to convey the benefit and reassure people. If the package looks different or says "less packaging," some people assume that there is less product inside. While few people actually choose a brand on the basis of sustainability, it can definitely be a "tie breaker" between two viable choices.
These are the key macro-level factors marketers should focus on to add value, drive sales and optimize packaging. ?It really begins by understanding the shopping experience and the usage experience, to identify barriers and opportunities for innovation. If there's a solid foundation of understanding, marketers are more likely to invest in the right packaging innovations and ultimately to improve their success rates and return-on-investment.
Hervé Turpault is vice president Europe, Perception Research Services
