Back to Bricks and Mortar – Creative Packaging Trends

Over the last few years, in response to the growing popularity of online shopping, many retailers seemed to be downsizing and moving more into the online world rather than dealing with bricks and mortar locations. The lure of being able to comfortably shop in your pajamas without having to worry about people wondering if you are sleepwalking has tempted many to turn to their computer screens when in need of something. But wait – apparently this trend isn’t as completely change-inducing as originally thought. Apparently bricks and mortar locations are making a come-back!

According to a recent LA Times article, some exclusively-online retailers are now seeing the value in bricks and mortar locations, opting to branch out and open locations on the ground to cater to both those looking online and those who want a more hands-on shopping experience.

It has long been the assumption that within a few years most stores will phase out a number of their bricks and mortar locations in exchange for a great online initiative – but this seriously discounts the desire of shoppers (and there are many) who don’t want to do the majority of their shopping at the click of a mouse.

Don’t just take our word for it. A recent study done by Point of Purchase Advertising International (POPAI) found that 76% of buying decisions are happening in-store, up from 70% a few years ago. Clearly there is still something to be said for trying before buying.

So, knowing that bricks and mortar stores are making a come-back, how then does this impact you and your marketing strategy? There is significant value in investing in unique and innovative creative packaging that grabs the attention of those customers visiting a retail location.

Think outside the box: does your packaging speak for itself? Does it make use of colour psychology (what’s that?)? Are displays mixing technology and interaction to make customers stop and think? What about print quality – does the colour stand out? Is the image striking and clear? These are all things that you should be considering when it comes to print design and marketing strategy in order to compete.

What if you are just moving into the online space? Although the trend might be to take advantage of bricks and mortar, this doesn’t mean that online is no longer relevant. Make sure that even if your customer isn’t shopping in store, their package is attracting attention all the way to their door!

At Packaging Technologies Inc., we use our years of experience and innovative ideas to help you create the most successful campaign with creative packaging that will get you noticed. Call us today at 1-800-303-5883.

Retailers: Does Your Product Marketing Strategy Compete?

The changing face of retail is a topic that seems to be getting a great deal of attention these days – and for good reason. Many significant changes have taken place over the last few months, and many of these changes have made adaptation a necessity. These are two of the biggest – how do they impact you and how can you compete? 

The entrance of Target on the retail scene. People love a deal, and Target boasts about its low prices, continually drawing in customers. And other big box stores are still going strong so how do you compete? Your marketing strategy needs to take this change in stride, making use of current product marketing trends like design and sustainability to keep customers coming back for your product versus something from the competition.

The growth of e-commerce – with millions of dollars a year being done through online sales, this is a big change that presents challenges for both brands located at mom and pop shops and online retailers. The ability to shop online, at any time, is a very enticing prospect for consumers – something that can be detrimental to brands. So how do you compete? Much like you would to deal with those bog box stores, you need to ramp up your product marketing strategy. Once that customer enters a store, your product packaging needs to influence them to purchase, and having enticing and interesting packaging is one of the best ways to do this. 

What if you are an online retailer - how do you compete? Sure, the fact that online sales continue to rise is great for online retailers, but this also means more competition. Even more challenging – for those retailers that only sell online, your chance for recognition decreases because you don’t have a store on the ground. A good way to deal with this is by shipping out your products in branded packaging, rather than just a plain, brown box. Thanks to the number of people who handle your package en route to the customer, there are many great opportunities for recognition here.  

With the major changes taking place in the retail industry in Canada, it is only smart to change and adapt with the times. Trying to ignore this evolution will only work to your disadvantage in the end, leading to extra time and money to catch up.  If your product marketing strategy can’t compete, it might be time to consider making some changes of your own. 

For more about intelligent product marketing that meets the needs of today’s ever-evolving economy please contact Packaging Technologies Inc. at 1-800-303-5883 or visit us online at www.ptibox.com.