Packaging drives product awareness, and it was reaffirmed in a recent Nielsen Co. study. In fact, in-store marketing has overtaken traditional advertising in influencing shoppersβa point that seems unfathomable to observers such as the Williamsmediaβs blog.
It is true that Procter & Gamble, among other consumer packaged goods companies, is looking at futuristic inks and other technologies to strengthen the packageβs place in in-store marketing, as the blog points out. But marketers have to get past any notion that new in-store packaging requirementsβfrom restrictions on displays to demands for smaller-size packagesβissued by retailers present obstacles when they might actually offer opportunities as the CPG company-retailer relationship becomes more complex.
These trends provide the foundation for changing creative teamsβ discussions about design to emphasize execution, whether or not they involve new technologies. As Phil Duncan, Global Design Officer at P&G, told the FUSE conference April 16 in Chicago, βExecution is strategy, and itβs the only strategy consumers see.β
Technology will make the in-store shopping experience easier, but it will be no substitute for optimizing on-pack messaging and emphasizing functional brand attributes. Those are the fundamentals that cement deep and meaningful brand relationships with consumers.