New Marketplace, New Opportunities: How To Gain Brand Share In The Expanding E-Commerce Market
You’ve gone to great lengths to make sure that your packaging stands out on the shelf. But in today’s quickly evolving retail environment, how can you translate this into success in the online marketplace?
In his BrandSquare Live Session, "The Packaging Opportunity in the Digitally-Managed Home," SGK President, Eric Ashworth examined how rapid growth of the online sector can lead to huge opportunities for brands that are ready to adapt their packaging strategy.
As the purchasing pathway continues to fragment with online becoming a new channel to market products, brand equity is put at risk, says Ashworth. In the online marketplace, there is also a reduced barrier to entry for new brands, which means increased competitive intensity with the emergence of start-ups such as Dollar Shave Club, sourcing their own private-label products and disrupting legacy, insulated products and categories. They're connecting and communicating with consumers in ways we haven’t seen before.
These new companies demonstrate the opportunity that’s created by online and direct-to-consumer channels. For more insight, watch “The Packaging Opportunity in the Digitally-Managed Home,” and see how disruption can lead to opportunity for you brand!