Retailers have revamped their own-label offerings to engage savvy consumers, prompted by the recession to shop up and down ranges, from Basic to Finest, and from brands on promotion to own-label.
With retailers reinforcing quality in terms of both product and packaging, branded goods companies need to deliver exceptional offerings to win the purchase over excellent own-label products as well as their traditional competition.
A key lever in the fight to build brand differentiation and loyalty is to understand what consumers value at each interaction with the brand through the whole of the sales and usage cycle, and then to use all five senses to maximise these experiences.
Sight typically dominates through pack graphics, but the under-considered sense of smell is incredibly responsive and impressionable, appealing directly to our feelings without first being filtered by the brain.
Changing regulations are already compelling some to consider how to communicate without graphics. If England becomes the first European country to force cigarettes into plain packs, it will be vital to leverage the other senses in reinforcing the brand through every pack and product interaction.
Similar challenges are being faced in other sectors and markets such as Turkey, where stringent new regulations severely restricting the promotion and stocking of alcohol mean the packs will need to work even harder.
Branded companies, in addition to leveraging their know-how and heritage, need to exploit their consumer insights to deliver a superior experience. Having a multi-sensory approach is vital to achieving this.
PA’s SenseCheck™ design methodology maximises the consumer’s experience of a product and its packaging. It assesses each consumer touchpoint to identify how every sense can be used to build a more emotionally engaging experience in order to drive sales and repeat purchase.