Consumer Buying Behaviour - How Canadian Buyers Shop

One of the most challenging things about selling in the consumer packaged goods arena is determining the wants and needs of various demographics. Things like age, ethnicity and gender greatly influence consumer buying behaviour, and it can be difficult to hit the nail on the head when it comes to meeting each target market.

Check out this great article from Canadian Grocer, “New BrandSpark study shows how Canadian ethnic buyers shop”: www.canadiangrocer.com/top-stories/new-brandspark-study-shows-how-canadian-ethnic-buyers-shop-43031. In it, results from BrandSpark International’s 2014 Canadian Ethnic Shopper Study were examined, and the author discussed the buying habits of more than 8800 Canadians of South Asian, Chinese and East Asian backgrounds.

Notable findings:

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Price matters: 72% of East Asian Canadians cited value as the most important factor, along with 68% of Chinese Canadians and 66% of South Asian Canadians, compared with 62% of Canadians overall.

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Brand loyalty: South Asians and East Asians are far more likely to also say they’ll choose their favourite brands regardless of the price — 21% and 17%, respectively. Only 10% of Chinese Canadians and Canadians overall placed the same importance on brand names.

In terms of buying choices, there is a big difference in ethnic consumers’ view of ready-made, pre-packaged foods. 54% of Chinese respondents said they’d picked up a ready-to-eat meal for dinner in the past week. 48% of South Asians and 46% of East Asians said the same thing, compared to only 32% of Canadians overall.

When it comes to consumer buying behaviour, are you delivering what they want? Does your product packaging hit on the points that influence buying decisions? If not, these findings might help to motivate change.

Make sure that your custom packaging takes into account consumer buying behaviour. Call Packaging Technologies Inc. today at 1-800-303-5883.

Bam! POP Marketing That Makes an Impact

A recent POPAI (Point of Purchase Advertising International) study found that 76% of buying decisions are now made in store - that is up 6% from just a few years ago. Although many continue to celebrate the growth of online shopping, it is clear that people are still shopping, and that in-store POP marketing is making a difference.

This is especially true with impulse buys: numerous studies (OgilvyAction, POPAI) have shown that impulse buys are not just influenced by price – POP displays have been shown to be a huge motivating factor when it comes to making unplanned purchases (up to 24%).

So, knowing that customers can be persuaded by these, how can you make the most of them in order to garner the most attention? Take these POP marketing tips to the bank and your bottom line will thank you!

-        Think outside the box. Static displays that look like every other display on the floor tend to be ignored far more often than those that stand out. Bold choices as far as stand design can work wonders. Just remember – not only do these stands need to be attention-grabbing, they also need to be safe. Make sure that when developing the design with your display manufacturing company you can be sure that the display is not going to crumble under the pressure.

-        Create emotional bonds. Reach customers’ hearts and you can quickly earn their loyalty. When developing a design, think about the benefits of creating a storyline – tell people a story that pulls on those heartstrings. Use the psychology of colour to create those links in consumers’ minds – let it set the mood.

-        Think about adding a technological aspect. Mobile devices are a common sight in the retail environment these days – and not just for communication. People are using their phones to find out more about various products – so by adding something like a QR code to your POP marketing campaign you can create engagement and draw people in.

POP marketing that makes an impact isn’t just about the display – it is also about the subtle differences that stand out when a display is high quality. Being able to choose from a number of different printing methods, including screen, offset, UV offset, digital and flexo, using the highest quality inks, helps to make those colours sharper and the images much more striking. 

At Packaging Technologies Inc., we have the experience and knowledge that will make your POP marketing campaign a success. From start to finish, design to assembly, we can deliver a display that hits the mark and makes an impact. Call us today for more information: 1-800-303-5883.

Customer Service: Building Great Client Relationships

Building great client relationships takes work. We all know this. No matter the industry you are in, encouraging lasting and trusting relationships with your clients needs to be a crucial consideration. Even if you are the best at what you do, if your customer service leaves something to be desired, your relationships will inevitably suffer.

Here are some of the top customer service tips that help to promote customer loyalty and build trust.

Ask questions – and not just “is there anything else I can help you with.” This mundane inquiry is offered far too often, and is usually met with little response. To boost your customer service levels, why not try something along the lines of “is there any way that we could better serve and meet your needs?” Giving just that little bit more, even just phrasing the question differently, offers clients the chance to think about a response and recognize that you are concerned about their concerns.

Be positive. Getting frustrated, no matter the situation, is never a good thing. Customers notice, and are not likely to forget a negative interaction. Diffusing a negative situation can work wonders as far as demonstrating that you are there to help, and will do whatever it takes to solve a problem. Always try your hardest to end things, even bad things, on a positive note.

Deliver: do what you say you are going to do. Firstly, don’t make promises you can’t keep – clients will remember. Being unable to deliver on a promise will only make the client question your abilities with everything else. If you say that you are going to do something, don’t delay it and force the client to remind you about it – do it as soon as possible.

Encourage involvement. If a client wants to be involved, let them (as long as this involvement is not interference). Many clients like to be involved in a process, and this helps to create a partnership-like environment that encourages trust. On the flip-side, if a client doesn’t seem to want to be involved, and would rather have you complete a project from start to finish with the least amount of involvement as possible, honour this.

Be available. One of the worst pain points when it comes to customer service is unavailability. If a client is trying to reach you, but can’t, they may just find someone who is available when the next project comes up. If a client calls, return their call. If they email, get back to them. This is just common sense – but common sense that can sometimes be tough to remember or easy to ignore.

When it comes to building great client relationships, excelling at customer service is the best place to start.

At PTI, we value our client relationships, and we want to work with you to accomplish the most successful custom packaging projects possible. Contact us today by calling 1-800-303-5883 or visit us online at www.ptibox.com.

Beer Blog Series: A Beer Store Alternative?

No matter how you slice it, the consumer packaged goods industry is incredibly competitive, and when it comes to beer, this is no different. This final blog in our beer blog series focuses on the often controversial issue of a beer store alternative, brought about due to the difficulties surrounding craft brewers’ ability to make their way into the realm that is Ontario liquor sales.

This recent article from the Financial Post pretty much sums it up: http://business.financialpost.com/2014/07/04-why-ontario-craft-beer-makers-want-a-beer-store-alternative/.

If you are as yet unaware of this often controversial issue, according to the article, craft brewers can sell their own beer, but only in their own retail space, and only if that space is attached to the brewery. This can make options for potential sales limited, as well as the growth of the brand.

Based on a decades old tradition, the Beer Store and LCBO do sell mainly the big brands, but are finding that craft beer sales have risen dramatically over the past few years (by 575% between the 2006 and 2013). But they are still playing catch up – the market share by volume sold was only 3% as of a year ago – so there are still hurdles for smaller breweries.

So, if you are lucky enough to make it to Beer Store or LCBO shelves, how can you compete? By thinking outside the box. Eye-catching, creative packaging can not only differentiate you from your competitors, it can also create a buzz – which can mean a huge boost in sales. The right design team can help you develop a strategy that attracts attention, thereby garnering the sales that make all the difference.

What is your take on this issue?

For more about competing in an increasingly competitive market, please contact PTI today by calling 1-800-303-5883 or visit us online at www.ptibox.com.

Beer Blog Series: U.S. Craft Beer in Europe

Last week, as part of our beer blog series, we looked specifically at Ontario’s Steam Whistle Brewery and the way in which this company has taken creative packaging to a whole new level. This week, we are switching lanes and sharing some really interesting news about the U.S. craft beer industry and the moves to infiltrate the European market.

No matter the locale, craft brewing is blowing up. The sheer abundance of options available for consumers is evidence of this, and smaller brewers are no longer content with just a local market. 

Check out this recent article from the Financial Post: http://business.financialpost.com/2014/07/22/us-craft-beer-europe/. According to the article, with the surge in popularity of craft beers, “some of the United States’ largest craft breweries are setting up shop in Europe, challenging the very beers that inspired them on their home turfs.”

With the emergence of U.S. craft brewers onto the European scene, it can sometimes be hard to compete. Creating a name and brand image for yourself has a lot to do with taste buds (of course), but drawing in potential lifelong advocates of your brand can be achieved in other ways. Grabbing their attention with a custom package design such as the one Steam Whistle has recently rolled out (highlighted in last week’s blog post) is a great place to start.

At PTI, we are committed to helping you bring that creative, innovative, attention-grabbing packaging idea to life. Our team of experienced and skilled designers can help you deal with the competition, no matter the market. Call us today at 1-800-303-5883 for more information.

Beer Blog Series: Steam Whistle Boosts Creativity

Over the past few years, small, locally owned craft breweries have risen in popularity for a number of reasons, and Ontario’s own Steam Whistle is no different. Steam Whistle has garnered both national and international attention, not only for the brew itself, but also for the way it is packaged.

Steam Whistle may claim to make one thing, really, really well (and they do), but their packaging changes on a regular basis – helping to keep things current and fresh. Rather than a simple square box, Steam Whistle strives for innovation by pushing the boundaries, and their most recent production is no different.

Check out this recent release from Canadian Packaging Magazine regarding the new Steam Whistle carton. Perhaps you’ve seen the various vehicles the brewery designs driving around the city – their new carton is a play on this: the Can Van 10 pack, shaped like the newest addition to the vehicle fleet.

http://ptibox.com/wp-content/uploads/2014/09/Canadian-Packaging-Article-Steam-Whistle-PDF.pdf

In collaboration with Packaging Technology Inc. (PTI), Steam Whistle’s packaging supplier, the new design is not only eye-catching, it is functional, and according to company co-founder Greg Taylor, gives beer lovers a change from the ordinary 6 and 8 pack options.

When it comes to creativity and custom packaging, the sky should be the limit. Working with a company like PTI, you can be sure that your innovative ideas are taken seriously, and that the end result reflects those ideas.

For more about creative packaging that hits the target, please contact Packaging Technologies Inc. today by calling 1-800-303-5883 or visit us online at www.ptibox.com.

3 Branding Strategies Learned From The World Cup

This summer’s World Cup was a roaring success, and when it comes to branding strategies the big names employed, there is a lot to be learned from their methods. With the massive number of faces glued to the television over the course of this popular event, it is no surprise that major companies were shelling out big bucks to have their brands’ names splashed everywhere. Don’t think you’re in the same league? Think again! There is a ton that can be taken and made to fit your very own branding strategy.

Here are the top 3 branding strategies to take to the bank:

1.     Give your customers more of what they are craving. Common sense? Sure – but that doesn’t mean we all practice this. Hitting the major points as far as customer wants can take a lot of work – but it can also yield huge rewards. First off, you need to determine exactly what those cravings are. Understanding customer wants as well as pain points gives you the power to acknowledge what motivates their buying behaviour. Hit this nail on the head and you are off to the races. 

2.     Give customers something for a limited time. After you have determined customer desires, create your own wants. Telling someone that they can buy something, but only for a limited time, makes that item that much more desirable. By telling customers that an item is only available for a short time, this item then becomes inherently more attractive, simply because they can’t just buy it any time – they have to buy it now. This can not only be great marketing wise, it can also boost your brand image.

3.     Constantly supervise that online presence. Ok, this one isn’t exactly directly related to the World Cup (it is arguably something that should have become clear to you months ago), but FIFA helped bring it back into focus. Your online presence needs to be monitored on a regular basis – both to encourage positive relationships with your clients and to encourage engagement, but also to manage any negative feedback or reviews. Don’t ignore the power of social media – being present means responding to comments/questions – this helps to build brand loyalty and recognition.

Maintaining and boosting your brand image, especially online, requires a number of different tactics, and these brand strategies are just the tip of the iceberg. At Packaging Technologies Inc., we can help you devise a brand strategy that takes into account what your customers want, as well as giving them the motivation to buy.

Think outside the box. Call us today at 1-800-303-5883 or visit us online at www.ptibox.com.