The many roles of the packaging | Shopper Marketing Insights by Ecolean

The many roles of the packaging

12 20 2019

The many roles of the packaging

Packaging is the brand’s spokesperson at the first moment of truth where most purchase decisions are made. Packaging is embodiment of the brand and is prominently featured in nearly all forms of marketing communication.

Packaging is often part of the product usage experience and can have a significant impact on both consumer satisfaction and the shoppability of the product. The fragmentation of mass media and fewer people viewing TV ads lead to more in-store decision making.

The reality of increasing clutter or product proliferation makes it more difficult to break through and differentiate. There is a strong argument to be made that packaging is more important than ever.

Shopper marketing insights by ecolean

Shopper Marketing Insights by Ecolean provides interesting shopper insights from the FMCG world with focus on why packaging is an essential marketing tool and how brands and retailers can reach the ever-evolving shopper.

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