A structural packaging engineer in Great Britain
suggests that packaging can also be used to increase brand
loyalty—think razor blade refills. Take it a step further, she suggests
and design the package to "act as a docking station," becoming the
caddy that conveniently holds the product and its companion products. A
recent Gillette gift pack was designed to hold a razor, refill blades
and shaving cream. One cleaning product brand allows customers to
refill their bottles from a large container found at specialty stores.
And Reschke's reusable wine bottle comes with an easy-to-remove paper
label. The company logo is subtly etched into glass and a glass stopper
with a rubber seal comes with the wine so that the bottle can be
refilled with water once the wine has been drunk. The package designer
says, "People will buy into the wine brand because they like the idea
of the little bit of social responsibility." Brand loyalty may improve
as the reusable bottle—which displays the brand in a beautiful glass
etching—creates an "unconscious cachet" that you are an
environmentally-conscious consumer.
Source: www.packagingnews.co.uk
Refillable packaging may increase brand loyalty. . .
May 14, 2009
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