What are the impact of marketing-mix when consumers go shopping ?
Shopping takes our time and money, and the experience can leave consumers lost and confused. When a consumer is in shopping mode, how much can you impact their behavior? Within the marketing mix, packaging and its direct correlation to product success can get overlooked. Working with CPG companies the last 10 years, I’ve learned that lack of time, small budgets or trying to create broad hypothetical answers to business questions can lead marketers astray. According to Nielsen, 76% of consumer packaged goods fail within the first year. What is not addressed is the important question of why, and answering that question efficiently.
How important is the packaging in the buying decision ?
Packaging is as important as product and has to break through. How do we ensure our packages speak loudly and clearly to our customers from the shelf? The mission of the pack is to send subtle cues, grab the attention of the consumer in a crowded space, and start the journey from shelf to hand to cart to home (to hopefully repurchasing!). Consumers act on their subconscious, many not realizing what they have purchased until they UNPACK their bags at home. This is why measuring things such as implicit recognition, stopping power, and the expectations that the package is promising to the consumer are key. Yet our traditional approach involves spending up to six figures in an artificial store environment or prototyping/goggle tests that ultimately do not achieve a true shopping experience or help us understand shopper behavior. How can we save new products with effective packaging and increase their lifespans?
Current pack tests are too frequently over engineered, take too long and consume significant budget. Stories abound of brands investing dollars to rebrand or launch new packages, only to have a failure that ultimately costs much more in lost sales and revenue than the original investment. A recent example of pack failure occurred in trying to reinvigorate a popular juice with a new package, causing consumers to become irate, feel betrayed and in some cases unable to find their “usual” product on the shelf because they couldn’t recognize it. Tropicana quickly realized the error of their ways and reversed course, but only after millions of dollars in sales were lost.
Packaging test – Try the automated testing process with ZappiStore
To create successful packaging and rebranding efforts, we need to engage our customers early and often. To do that, ZappiStore has developed tools to get to the root of these three very simple questions when it comes to packaging:
- Do consumers notice your product package?
- Does it communicate key benefits that impact purchasing?
- Do the form and function fit your target customer’s lifestyle?
- Is your package likeable and will people buy it?
By automating the process and analysis ZappiStore is generating robust packaging learnings in less than 24 hours, and under $5k per prototype. Tools include ChooseIt to have your consumers rank your top ideas/colors/labels/logos/flavors/names/packs and tell us why and why not they liked them. And once you identify top packaging stimuli, ZappiStore and MMR have partnered to provide you with ImpacktLite. It identifies standard metrics around product takeaways, likability, PI and visual feedback, and also provides stand out, re-call and emotional take away data. At these costs and speeds, many of our clients are able to iterate, engage and validate packaging as they move production forward.
Zappistore’s automated market research platform and agile approach allows you to get answers in real time to keep your business moving forward. Ultimately we help you easily evaluate and optimize your packaging to move quickly through the marketing process. Get the right product in the right package on the shelf so consumers can buy it and get to know and love your brand!
Last edited, October 27, 2015