Pay attention to product packaging design (on)

Consumer product marketers have been very sophisticated in developing direct packaging for grocery stores, convenience stores, and grocery stores. However, they often miss the opportunity to create greater branding effects in warehouse-style chain stores because they do not make effective use of shipping corrugated boxes and display stands.

In warehouse-style shopping malls, shipping containers have become the direct packaging of products — packaging designers have begun to find this. The packaging for warehouse-style shopping malls is not just big boxes.

According to trade statistics, the total sales of warehouse-style stores now exceed 60 billion U.S. dollars, and the sales volume is expected to increase by 10% each year in the next three years. Now, the three leading companies: Sam's Club (Wal-Mart), Costcowholesale and Bjwholesale club have a total of about 1,000 such warehouses.

According to the “Monthly Goods Industry Annual Report No. 69” written by Progressive Grocer magazine, the value of grocery stores sold in these warehouse-style shopping malls in 2001 was 25.7 billion U.S. dollars, an increase of 9% over the previous year. Below, supermarket sales grew by only 3.5%.

According to Progressive Grocer, the number of grocery stores sold in a typical warehouse-style mall (more than $28 million per mall) is more than twice that of a chain or independent supermarket in one year, and those shopping malls The average sales are 12.3 million U.S. dollars per year. In addition, this year's annual report also pointed out that consumers expressed that they had the most enjoyable shopping experience in warehouse-style shopping malls, and this percentage rose from the previous year.

The focus of the warehouse shopping mall is changing

Ten years ago, the warehouse stores emphasized their low prices. The goods were transported in a simple brown box. When they came to the mall, the boxes were cut off, leaving only 3 inches high. To support the goods. Today, the mall's attention is more focused on the value of goods, including the value for individual consumers and institutional customers.

According to Tim Rose, senior deputy general manager of grocery and grocery sales planning at Costco (Issaquah, Wash.), warehouse-style malls are looking for good products that can be safely stacked and quickly sold. He said: "At Costco, our primary concern is the quality of the product. Even if you package a pig beautifully, it will still be a pig."

“When we find a high-quality product, we want it to be robust and functional,” Rose said. “We piled the shelves up to 20 feet high, so we didn't want the products to be crushed or collapsed.”

"Finally, we hope that packaging will help us sell our products. We implement a limited SKU selection program, so the products are either sold quickly or they are eliminated," he pointed out. The warehouse-style shopping mall occupies a large area and has a wide aisle. If the product packaging cannot strongly highlight the product, it will probably not be discovered by people in such an environment.

"When the marketing staff's products can't reach our expected sales, we will call them to walk around the mall to see how others have won the attention of shoppers. Many marketing staff use colorful, attractive patterns to Some of the racks that decorate the goods are also displayed, and these methods can help with promotions, Rose added.

Today, marketers and agents admit that the packaging of goods that promote branding in specific environments can speed up the circulation of their products.

Focus on design

Interbrand, a brand development consultancy that is headquartered in New York City and recognized worldwide, said its executive Michael Lucas pointed out that each brand has its overall target consumer group. "If enough consumers are attracted to a specific shopping environment, such as a warehouse-style shopping mall, we will advise marketers to make every effort to attract the target population in this environment." He said that product design is much It ignores the retail environment. “When it comes to expressing a brand, packaging designers tend to focus on direct packaging,” Lucas said. “However, marketers also want to make the best design for a specific retail environment, so we need to design each A retail environment. For example, in a warehouse-style shopping mall environment, we believe that the brand image needs to be well-designed for transport packaging.” Lucas added that he believes shopping in warehouse-style shopping malls and other environments There is a big difference in shopping, where advertising can play a big role. "In warehouse-style shopping malls, consumers want to buy goods at the best price.

However, the recognition of the brand from the advertising agency can turn their attention to the brand. It is very important that the product packaging that can improve the brand image. A quick decision

“There seems to be a '15-foot, five-second' law in the warehouse-style mall,” said Andy Kerr, a packaging designer at Eastman Kodak Company based in Rochester, NY, “If the customer stands away from your product 15 If the product is not recognized within 5 seconds in a foot area, he or she will not buy this product." "We use Kodak's traditional bright yellow and thick text and patterns to decorate the warehouse and other stores. The Kodak product display stand in the retail environment. We know that this design is successful because our products are sold well and our brand can continue to exist in the warehouse-style shopping mall."

Dennis Woodall, retail environmental consultant and packaging designer at International Paper (Memphis, Tennessee), teaches more than 50 lectures on packaging training to leading consumer product companies worldwide. The lecture also involved product packaging for warehouse-style malls. Woodall discussed the latest packaging trends in warehouse-style malls and provided suggestions for improving packaging design in such environments.

Woodall strongly supports the use of white backgrounds and large fonts and bright patterns to make goods in store-style shopping malls more pleasing, thereby attracting consumers' attention and increasing brand awareness.

Woodall also pointed out that packaging product manufacturers are developing new materials to improve the printability of corrugated board. For example, Woodall said that the sales of International Paper's last year's white liner board (corrugated cardboard) increased by 20%. Recently, the company introduced a very high-quality liner board, Ultra BriteTop. It is said that the surface of the cardboard is even more Smooth and clean, and brighter.

"This material," Woodall said, "makes the product look like it can be put on the shelf when shipped, while traditional marketers only have this requirement for the main packaging of their product."

Paul Russell (certified packaging professional CPP), Hewlett-Packard's packaging operations manager based in Palo Alto, Calif., agrees with Woodall that “the appearance/color of the product is a subjective factor, depending on what level you want or accept.” Packaging quality. In most cases, this level is determined by the market."

"Hewlett-Packard's point of view is that if the product's packaging does not look good, consumers subconsciously think that the quality of the brand or product is also not good. We investigated several Linerboards and found that their quality is different. If yes For high-end packaging, the best material is the Ultra BriteTop from International Paper.” HP has several packaging plans for warehouses in the factory. They will use new cardboard. However, due to the consideration of competitive factors, they are not willing to disclose the names of products or when they will apply these products.