Consumer insights on the role of packaging for online shopping
With the explosive growth of online sales, how is this impacting the need for packaging and does packaging need to evolve to effectively support branding initiatives that have worked so well at the retail shelf level? This very question was the foundation for a research study our firm conducted in the U.S. in September 2011. We have seen other channels of distribution emerging over the years, warranting their own style or type of packaging. From the big discount warehouse clubs who demand oversized multi-packs to the convenience retail sector looking for products that can be consumed in the car, marketers have met these challenges with unique packaging.
With the rapid growth of online sales, do marketers need to rethink their packaging strategies for this unique type of distribution channel? If so, what type of changes are required that will ensure their brands remain relevant as part of the pre, during and post purchase cycles. This white paper will present recent quantitative research findings conducted by our firm. In addition, we will be sharing insights on consumer online shopping behaviours and the role packaging needs to play to provide marketers and brands with a sustainable advantage, namely:
- Why should we care about online?
- What are the branding requirements for online shoppers?
- What role does packaging fill as part of the online selection process?
- Guidelines and application approaches for marketers
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