Contrary to what the name might suggest, finishes like metallics or “pearlescents” are not simply a final touch, but instead an intentional element of a design from the beginning. They have production processes that can require weeks or even months, as well as their own trends.
Unreasonable expectations: we have all been subject to them and some of us have subjected others to them. Sometimes, our expectations are too high, but sometimes our own imaginations are limiting our progress. I believe the latter is true for product packaging.
I had the privilege to speak at Smithers Pira’s E-PACK event in Chicago in September. E-Pack provided brand owners opportunity to discuss the challenges of staying competitive in the online retailing space and how packaging converters and packaging design firms can provide additional solutions for brand owners. If you missed the event, I’ve got three key learnings that I’m happy to share with you, as well as a recap of the presentation I gave with my former customer and still-current colleague John Morrow.
This past Monday, Amazon opened it’s first retail store outside its home state (Washington). I visited the Amazon Go Chicago yesterday and recorded my observations to satisfy your curiosity.
Each time a new package is designed for a food or beverage product, brand leaders must ask themselves if they’re giving shoppers what they want. Is this package what shoppers expect? Are they meeting shoppers’ desires?
As shopping behaviors and the path to purchase have been disrupted by online and mobile shopping, shoppers’ expectations of the product experience are also changing.
Marketplace disruptions caused by the rapid growth in ecommerce and social media are posing major threats and opportunities for consumer package goods (CPG) companies. Designing innovative products and packages that delight consumers have always been important, but innovation today needs to be faster, more effective and less expensive than ever before. Strong marketing implementation has also always been important, but the complex environment today requires a highly efficient, integrated omnichannel approach. Technology can help enable these transformations.
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.
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.
What can we learn from an early American businesswoman about the economic value of gaining insight into your packaging supply chain? Step across the narrow, 18th-century threshold of Betsy Ross’s operation in Philadelphia with me…