Joan Treistman

PL Buyer: The Next Step for PL Packaging

February 8, 2012

FROM RETAILWIRE:
A few private label experts were asked by Private Label Buyer in a recent roundtable what were the major packaging trends to watch for in 2012. The answers included: sustainability, functionality (easy to open) and communications. Do you think store brand packaging is lagging behind national brands?      [more...]

I think packaging is lagging behind consumer shopping behavior overall. That's true for Private Label and national brands.

My shopper insights research brings me face to face with consumers. They tell me what cues and signals motivate them. Eye tracking that I use shows me what packaging components drive purchase decisions.

When a shopper is spending less than 10 seconds (and that's generous) picking up brands and products they put in the shopping cart, they're not contemplating sustainability. They're reaching for the on-sight promise of a good experience, whether it's about taste, convenience or low sodium. It always comes down to understanding consumer wants and needs and communicating the desired message quickly and accurately. Sometimes it's through pictures; sometimes through words with reinforcement through colors and fonts, etc. Using package components which trigger purchase and displaying them where shoppers see them can be the core of effective packages.

To the point of package functionality, consumers' assessment about meeting expectations will affect future purchases for that brand and product, along with brand equity overall. In other words, whether marketing Private Label or national brands the whole package and all its roles: impact, communication, functionality, convenience, etc are relevant and significant.