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Packaging Non-Negotiables: 3 Things Packaging Must Do To Make Its Way Into Shoppers’ Carts

Packaging Non-Negotiables: 3 Things Packaging Must Do To Make Its Way Into Shoppers’ Carts

Chicago , December 5th, 2013

In today’s highly competitive retail world, packaging can’t just be great. It needs to ‘wow’ shoppers and stand out on store shelves. With competitors clamoring to catch shoppers’ eyes and reel them in, how can you set your packaging apart?

STOP THE CUSTOMER
Packaging first must grab shoppers’ attention from the end of the aisle and draw the shopper closer. Making a positive first impression requires package design that is bold, unique and evokes the right emotions from customers.

HOLD THE CUSTOMER'S ATTENTION
It’s not just about enticing consumers. Once the shopper has been brought to the category, packaging must draw her focus to the SKU and drown out the distraction of other products on display.

CLOSE THE DEAL
Now that your packaging has stopped your consumer in their tracks and their attention is on the individual SKU, you need to make the sale. Packaging must convince the shopper to choose that specific SKU by informing them of benefits, ingredients and carefully communicating why they should buy.

No matter how good the deal is, shoppers are more likely to purchase a product when its packaging also stands out on shelves. And regardless of size – from standard size or club pack – packaging must stop the customer, hold their gaze, and close the deal.

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