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A key driver in sales at retail

Where would retailing be today without vibrant packaging?

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The package is simply the best place to engage shopper attention and drive purchase intent. The package on the shelf is right there, within a few feet of the shopper, actively selling the brand, driving the purchase—or not.

How do successful marketers capitalize on this marketplace reality? They make packaging work harder at every point in the retail value chain.

Packaging defines the retail experience, so retailers expect a lot from packaging. Not only do they expect it to jump off the shelf and drive sales, but they also want it to optimize distribution and control costs. Retailers know there are many places to shop, from mass marketers to gas n’ go stops. They expect that the packages they choose will differentiate, making their store the preferred destination. And with consumers getting more than 80% of product information from the package, it makes it even more important!

Retailers decide which packages stay on their shelves. They determine the number of SKUs that a brand owner will put on the shelf—is it several rows to give presence to the brand, or is the package fighting against many others? Are products similar, or do new formats stand out? Are there new sizes and products for consumers based on scanner data? Are customized store brand packages prominently displayed? Some retailers have several tiers for their store brands like Premium, Specialty, Natural, or Discount, with strong graphics and package features that differentiate. Retailers can drive sustainable packaging—think about concentrated laundry detergents across the liquid detergent category.

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