The industrial revolution started an era of evolution that continues to this day and shows no signs of stopping any time soon. With the world crowded with products and services that look and feel the same, customers today resort to more extensive means to make purchase decisions. However, there are some subconscious processes that they can’t control. The key to good marketing lies in understanding these functions and using them to your advantage.
One of the first elements of your product that the customer is exposed to is the packaging. A wrapper might be attractive enough to stop consumers in their tracks and revolting enough to make them ignore a product from a leading brand. There are further factors that they use to rate the impressiveness of a packaging like the ease of storage, ability to reseal and the potential of the wrapper to avoid any damage to the environment.
Here we discuss a few:
Research suggests that it takes about 7 seconds for a user to make an impulse decision and the only thing they may notice in this time is the packaging. Customers rely on brand recall from what they’ve learnt through promotions from the brand.
In case the brand succeeds in making a lasting impression, a consumer will pick its products off the shelf without much thought. Moreover, an attractive pack also makes customers perceive the product to have superior quality during impulse buying.
Convenience and recycling
Experts suggest that impulse purchasing behavior is not limited to first time purchases but there are moments when consumers shop in a hurry and that is a point when they pick brands on the basis of what they’ve used earlier. This is a point where convenience, i.e. ease of use and storage as well as recycle ability of the product packaging come into play.
Consumers have reported ease of use as the leading factor that influences their buying behavior followed by the storage capacity. Environmental conservation is something users really care about and therefore prefer packaging that doesn’t damage the environment.
Packaging also influences consumers to share their experience with others as well as buy the product again. 52% consumers report that they would buy again from a business that offers them premium packaging. Businesses have reported a 30% increase in sales when they pay special attention to packaging. About 90% users also re-utilize packages that they receive products in, making it likely that they would purchase that commodity again.
In conclusion, it is safe to say that only improving the packaging through small investment and attention can cause sales to jump considerably because consumers are subconsciously and intentionally motivated by packages and their attributes to opt for certain products again and again. World renowned brands are reported to have revitalized sales and company perceptions by doing nothing but altering their packaging slightly. Pepsi is a prime example.