Uncovering Packaging Opportunities in Today’s Digitally-Managed Home
As marketers, we need to think of packaging in all the ways shoppers and consumers experience a brand, says Eric Ashworth, President at SGK.
Having worked with hundreds of CPG brands over the course of his 24-year career in the brand and product development field, Eric says brands owe it to themselves to leverage product packaging to create unique, memorable experiences for online shoppers. Doing so will nurture true brand loyalty and recognition, he said in a recent interview with Canadian Packaging magazine.
Eric, a keynote speaker at this year’s “A Day in the Life” Symposium hosted by Packaging Consortium Sept. 30 – Oct. 2 in Toronto, is passionate about staying ahead of the curve. His keynote will examine the impending deconstruction of the traditional retail environment and its implications for package structure, design, messaging and supply chain.
According to Eric, the heart of the conversation is encouraging brands to take advantage of their existing physical packaging to do a better job of selling products online, while also fulfilling the promise that this product makes once it reaches the consumer’s home—all done outside of the traditional retail environment.
“Not only will that differentiate you from competition, but it will more importantly help you create a path and a vision for how your brands can evolve their packaging going forward, knowing that this online channel will only continue to grow,” he said.
Stay tuned for more insight on thinking “online first” for packaging and other retail trends driving innovation.
For those attending PAC’s “A Day in the Life” Symposium, we look forward to seeing you next week!