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4 Customer Values That Shape Retail Packaging - A Review

Every customer is unique. They all come with their own set of criteria and qualifications of what makes great retail packaging. Beyond that, customers also use4 customer values that shape packaging their own criteria to judge the credibility and quality of your company.

Getting inside the head of your customer can be tough. Really tough. But once you are able to tap into their values and understand how they make purchasing decisions, you’ll be able to make tweaks to your food marketing strategy and up your game with your packaging.

So what exactly are those criteria, and how can food marketing professionals use this data to shape their packaging?

While there is at least a dozen or so customer values that shape product packaging, we selected 4 to review and outline for your benefit.

Let’s dig into what makes your customers tick, and ultimately buy.


Interactive Packaging Customer Value #1: Fun, Enjoyment, And Entertainment

As human beings, we can’t be all work all the time. So when it comes to fun and enjoyment, we’ll look for it wherever we can.

But when it comes to fun and enjoyment from protective packaging, it’s all a matter of perspective. Of course we think all types of packaging are fun, from candy and chocolate packaging to bird food packaging. We think it’s fun because we’re packaging professionals and food marketing folks—but our customers don’t think like we do.

Creating a fun and entertaining packaging experience can be a bit challenging, but it’s not entirely impossible.

Consumers are ultra focused on entertainment and the digital world, so blending the two together can inspire a bit of fun. Connect your protective packaging to your social media profiles, and create interesting and innovative hash tags to grab attention. (Image Source: Smartblogs.com). 

That way, when your customers are munching from your stand up bag at home, they can enjoy a fun conversation on Twitter and share their experience about your brand.

Interactivity is the perfect element to add to all kinds of protective packaging, from cookies, cracker, and snack packaging to wine and alcohol packaging.

Customer Value #2: Health And Wellness

The health industry is booming, and appealing health food packaging opportunities are around every corner. Supplement packaging, vitamin packaging, and protein packaging are perfect pedestals for emphasizing your product’s purpose and benefits.

Health and wellness are huge drivers for consumer purchases, and millions of people are looking for products that help shape their lives and improve their health. By appropriately marketing your message of better health and helping customers achieve goals, you’re on the fast track to dominating the market with the help of your health food retail packaging. 

And when consumers are searching for that perfect product to improve their health, they won’t be able to help but notice your standout packaging on the shelf.

But don’t forget, health and wellness isn’t all about powders and pills. Some customers are more concerned with natural products, which is where packaging for organic food can help drive sales.

When it comes to organic food packaging, it’s all about the quality. You can’t expect flimsy packaging to extend shelf life or increase sales. In order to keep your organic food products at the peak, you can’t cut corners with organic food packaging.

And speaking of quality . . .

Customer Value #3: Quality

Did you know that customers generally connect the quality of your retail packaging to the quality of your product? We know that almost everyone likes to save money, but cheap flexible retail packaging might cost you more money in the long run.

Offering your customers quality packaging along with a solid product, will help establish credibility and trust. There are several ways to implement quality in your product packaging, such as:

  • Protective packaging that is designed with quality materialsquality packaging
  • Retail packaging that uses multiple layers for durability
  • Packaging that can stand up straight on the shelf
  • Bright, crisp graphics that catch attention
  • Seals, zippers and other packaging features that don’t easily break
  • Packaging that doesn’t contain holes, punctures, or tears

Your brand carries with your customer long after they take your product home from the store. The quality of your packaging draws them in, and your product presentation keeps them coming back for more.

Customer Value #4: Busy Lives

We live in a fast pace society that expects instant gratification. As our customers’ lives become increasingly busy, they’re looking for quick and convenient options in nearly every aspect of their lives.

And that’s especially the case for protective packaging.

With Americans and others worldwide who are on the go, customers can’t always be bothered with pre-packaging snacks or pre-cooking meals to prepare for the week. But when consumers don’t want to resort to fast food, their next option boils down to quality foods that are contained in convenient packaging.

For example, stand up bags with zippers are perfect for our customers who are always in transport. They can choose their own portion size and conveniently zip up your product packaging after snacking. This helps your customer conveniently stay on track during snack time, and even have some left over for later.

But packaging convenience doesn’t always boil down to snacking. Sometimes just having a package that’s easy to open and doesn’t require a lot of fuss is a major convenience in itself.

And when we can make our customers’ lives easier with the power of packaging, we’ve truly reached a new level of food marketing.

Embracing these 4 values will help connect your brand with your customers. But before you build that connection, you must understand your customers’ needs.  Get to know your customers from the inside out, and a packaging professional can help you achieve the rest.

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David Marinac

Written by David Marinac

What LEGO’s Sustainable Packaging Teaches Us About Overseas Innovation

Since 1949, children across the globe have fawned over tiny, plastic, interlocking bricks.

LEGOs are a not only a classic toy but a staple in many households. Many kids beg their parents to take them to the majestic LEGOLAND, an amusement park where all their wishes and dreams could come true.

Why Nestlé, Unilever & PepsiCo are Banning Oxo-degradable Plastic Packaging

Originally marketed as an eco-friendly packaging material, new evidence regarding the potentially negative impact of oxo-degradable plastics has led a number of companies and governments to restrict their use.

More than 150 companies and global organizations, including Nestlé, Unilever and PepsiCo, have recently endorsed a total ban on the material in light of its potentially negative environmental impact.

Oxo-degradable plastic packaging, which includes select plastic pouch bags, is often marketed as a solution to plastic pollution because it claims to degrade into harmless residues within a period ranging from a few months to several years. However, oxo-degradable plastics do not degrade into harmless residues, but instead, fragment into tiny shards of plastic that actually contribute to plastic pollution.

Often, consumers think that because a material is biodegradable, it can be composted or even littered on the ground, because, it is thought, the material will break down into nothing over time. This actually ends up leading to an increase in pollution, since consumers don’t end up recycling or repurposing the material, and misconceptions about how the plastic will degrade leads them to end up putting it back into landfills.

What is important to note in this case is that although oxo-degradable plastics are biodegradable, being biodegradable does not necessarily mean that a material is eco-friendly. Although these plastics do break down over time, the tiny pieces they break down into are still plastics that contribute to pollution — they do not degrade into nothing or into another usable substance.

For companies looking to make the switch to sustainable packaging, it is important to consider that sustainable packaging does not necessarily mean biodegradable packaging, and vice versa.

Why New FDA Guidelines Could Bring Big Changes to Pet Food Packaging

Today’s consumers are demanding transparency and accountability from all types of products, and pet food is no exception.

Greater scrutiny over pet food ingredients, and an increasing demand for responsibility, sustainability and complete transparency from pet food manufacturers is driving change within the industry. As the consumer demand for “clean” pet food labeling evolves as a major topic within the world of pet packaging, FDA guidelines are shifting.