Across the globe, both mom-and-pop shops and big brands alike are rethinking the way their products are being presented to customers.
In a world where traditional advertising and sales aren’t reaching prospects like they used to, companies know packaging plays a powerful role in a brand’s overall marketing strategy. It’s the first thing people see, touch, and experience when coming in contact with your product. To stay ahead of the game, brands are ditching traditional boxes, bottles, cans, and jars and are embracing flexible retail packaging that reflects the quality and distinctiveness of their products.
Not all flexible retail packaging is alike, however. Suppliers offer a wide range of solutions to suit the needs of specific products. Stand up pouches, flexible box bags, vacuum seal bags, and kraft stand up pouches are just a few of the many different options available for retail packaging. Companies can choose from a wide range of materials, designs, shapes, and sizes to keep their products protected. These forms of packaging can also be made with handles, tear notches, hang holes, and spouts to increase the usability of the package and the product itself.
When it comes to building a brand, most businesses know the design and presentation of their products and marketing materials are essential. While developing a recognizable logo and graphics are key to the overall visual communication of a product, companies should be paying closer attention to the structure of their flexible retail packaging. A catchy product name and vibrant colors certainly catch consumers’ attention, but research shows the material of the product packaging is just as important. Your container should resonate with people while they’re holding and using it. If it’s hard to open or falls apart, you’re going to lose customers.
Companies can work with suppliers to make their flexible retail packaging more user friendly with the following three steps:
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1. Give it a Job
Your packaging should complement your product and make it easy to use. If you are packaging beverages – like alcohol, juice, or even oil – the package should include a spout that makes it easy to pour. Stand up pouches with spout are an excellent alternative to breakable bottles and cartons that don’t properly protect against spills and mess. If you’re packaging frosting, you can even use flexible pouches with a tip that mimics a traditional bakery bag. You’re putting control in the customers’ hands, allowing them to use your product with ease. Packaging plays an important role in the overall user experience, and it cannot be overlooked.
2. Be New; Be Different
Some companies still live by the “if it ain’t broke, don’t fix it” mantra, and remaining stuck in one’s ways isn’t going to give anyone an edge over the competition. Today, customers seek out companies that are modern, innovative, and unique. Your flexible retail packaging has the ability to show shoppers right off the bat that your brand is listening to their needs and adapting its products to better complement their lifestyles. As consumer behavior changes, companies need to evolve their product offerings to keep up. Heavy, bulky glass jars and bottles have become relics of the past for a reason – they simply aren’t practical in today’s world. People are more mobile than ever, and they need durable, lightweight packaging they can take anywhere. Food and beverage companies that use flexible retail packaging to inspire new single-serve snack and drink offerings will hit a home run with today’s active consumer.
3. Know Your Audience
Delivering an amazing customer experience is all about listening. The “80/20” rule is a good one to stick to – spend most of your time hearing what your target audience is saying, then use the remaining time to communicate your message. Brands should observe how their customers are interacting with their products and how those goods fit into their lifestyles. Customers don’t want packaging that is misleading, easily breakable, or difficult to open. Today’s shoppers are budget conscious and look for products that are packaged well and can spend a long time on their shelves without going stale.
Today’s consumers are also increasingly concerned with the environment and nutrition. Using flexible retail packaging that is eco-friendly and FDA-approved will help brands build loyalty and trust among their customers. People also look for unique and inventive companies shaking things up and sparking change. Putting time and attention into all the details of your flexible retail packaging’s functionality, structure, and design will help brands stand out and attract customers’ attention in the crowded aisles of retail stores.
Your packaging should serve as the face of your brand. Listening to customers’ needs and working with a supplier to develop a custom-made packaging solution for your product are absolutely essential. It’s important for companies to get noticed in today’s world full of options, and flexible retail packaging can be an important tool to express your brand’s unique and revolutionary products and ideas.
