Brand leaders know the power of connection. A consumer’s connection to a brand is a powerful driver of trial, purchase, loyalty and advocacy. Connection is maintained through consistency and relevance.
Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions, but knowing how shoppers want to receive products is also a critical piece of the story. For example, shoppers are constantly gathering information when it comes to food and beverage packaging and with the rise of smartphones, shoppers are becoming curious about how they can use their phones to get more value out of packaging.
As the Millennial generation continues to increase their buying power, they also prefer to purchase products from brands that have sustainable manufacturing methods and ethical business standards. According to a Nielsen study, Generation Z is also willing to pay for products and services that come from companies who are committed to positive social and environmental impact—up from 55 percent in 2014 to 72 percent in 2015.
The archetypal tale of David and Goliath is unfolding between small craft or start-up brands (David) and large fast-moving consumer goods (FMCG) companies (Goliath). In a recent Financial Times article, Bain & Company stated that these Goliath FMCG companies experienced 7.7 percent growth from 2006- 2011, but only .7 percent growth from 2012-2016. And according to a New Product Innovation Report, Nielsen states that of over 60,000 new SKUs introduced in Europe in the last few years, just over half (55 percent) made it to 26 weeks.
Great design leaders help others, whether within their team, department, or customer base, achieve their goals. This is what I saw at the 2018 AIGA Leadership Retreat in Baltimore, Maryland. Design leaders from all over the country came together to share and glean insights to gain confidence and tactical skills to deliver valuable user experiences.
The packaging process is very manual and analog for most consumer goods companies. This makes it ripe for digitization, and companies who digitize fastest will gain an advantage. When leaders provide digital tools for their teams, they can reap serious business benefits like reduced cost, improve quality, reduced risk, increased visibility and increased agility.
A woman visits a store and sees something interesting on the shelf. She wants to know more about the item, so she pulls out her smartphone, opens the Amazon Flow app and points the phone’s camera at the product. Within seconds, her phone is filled with information. She now has the option to read about the product and either buy it at the store or add it to her Amazon cart on the app.
In this edition of Pack Snacks, Ashley Joyce speaks with X-Rite’s Printing and Portfolio Manager, Ray Cheydleur and VP, Brand Global Strategic Accounts, Cindy Cooperman about Nestlé’s former candy brands getting a new refresh, how speed to market is correlated to the ever-growing amount of indie and start-up beauty brands and how major brands are also looking to increase their new product roll-out to cash-in.
Esko held its’ 27th annual conference (EskoWorld) for Esko users on June 5-7 in San Antonio, Texas. Brand leaders, graphic and structural designers, trade shops, sign makers and packaging and label converters heard about trends shaping the industry, witnessed emerging technologies, shared ideas and gained product knowledge at the three-day event.