A version of this article appeared in Packaging Digest on March 27th, 2018.
Consumer purchases are facilitated today by digital technologies, such as their smartphones, according to Deloitte’s 2017 Consumer Products Outlook. Therefore, consumer packaged goods (CPG) companies have the opportunity to engage and influence consumers at every stage of the buying process, from initial research to the final purchasing decision.
Brands already rely heavily on packaging to position and sell their product, but will progressively do so as traditional push-advertising becomes more fragmented and digital dominates the way consumers research products, creating a pull for information. With consumers showrooming or webrooming their experiences with actual products (not retouched glamour shots), color and defect control in product packaging becomes more significant and ensures that brand identity remains intact and entices the consumer during the Zero Moment of Truth.
Consequently, brand owners are placing a greater focus on the quality of their product packaging. While packaging manufacturers already drive the quality of ink on substrate, they will look to meet the greater demand from major CPG players to prove that the level of quality delivered is what the brand owner has specified.
Streamlining operations efficiently and providing precision quality are two main reasons for the steady rise of digital printing. For example, manufacturers can now receive an order and have it processed, printed and ready for shipment the same day. Everyone in the packaging value chain knows that time is money and any process that successfully eliminates constraints for both resources invaluable.
The added benefit that digital printing adds to brands? Higher value. High-quality packaging allows for more design variations and thus more targeted marketing, capturing the consumer’s attention with relevance in a world where a product can be removed from the cart, returned or replaced by another product with a mere click of the mouse.
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