There are so many factors that go into purchasing decisions. And with convenient luxury packaging and new innovations, is it fair to say that consumers are influenced more by the packs than the product itself?
Packaging: An Important Factor Attracting Customers
For some reasons, YES. Consumers go shopping for both brands and products. What consumers don’t recognize, however, is that quite often they subconsciously end up shopping for luxury packaging.
It is the physical manifestation of the brand and the first multi-sensory point of contact before even consumers experience the actual product.
Exquisite packaging creates the theatre, adds the drama, tells the story and conveys the message. And that’s why it ultimately influences the purchase decision.
Business Strategy: Brand Loyalty Is Crucial
But some people doesn’t see it that way. Most people are very brand loyal and buy the luxury goods because they really like it.
People go for the one they trust unless there’s a big special offer and they’re tempted to switch on price. But mostly it’s about the same brand, the taste they prefer. In many markets, the product is often is packaged in the same way.
Packaging convenience is a component but not the core one when making a decision. Those are brand loyal when they go shopping and people do not like change.
For Startups: Price & Quality Is Much More Sensitive
For start-up brands, packaging in-store must play an extremely important role, but is it the packaging they are buying?
On occasions like gifting, yes, more so. However, this is the exception rather than the rule.
Shoppers around the world told us that cost is their primary concern by far when shopping, followed by quality and then convenience.
Moreover, from our survey results point out over half of shoppers often change their mind based on which products are on promotion, then the picture is much less black and white.
That’s the challenge.
C MIC Packaging really likes entrepreneurial enquiries where we can grow with the client.
Contact us and ticking off packaging on your checklist, cause there is areal appetite from today’s consumer for mindful packaging solutions.
The Root Of Everything: Products
There’s no doubt that for most products on most of the industries, brands are defined by their packaging.
An Universal Brands Group report on heuristics acknowledges that the fleeting moment when shopping choices are made is influenced primarily by the product image as represented by its packaging.
But when the consumer gets it home to the point of consumption, if the product disappoints it’s unlikely to be purchased again however attractive or convenient the packaging may be.
In the end it’s only the product that counts.
