All in Digital Transformation
Unreasonable expectations: we have all been subject to them and some of us have subjected others to them. Sometimes, our expectations are too high, but sometimes our own imaginations are limiting our progress. I believe the latter is true for product packaging.
I had the privilege to speak at Smithers Pira’s E-PACK event in Chicago in September. E-Pack provided brand owners opportunity to discuss the challenges of staying competitive in the online retailing space and how packaging converters and packaging design firms can provide additional solutions for brand owners. If you missed the event, I’ve got three key learnings that I’m happy to share with you, as well as a recap of the presentation I gave with my former customer and still-current colleague John Morrow.
This past Monday, Amazon opened it’s first retail store outside its home state (Washington). I visited the Amazon Go Chicago yesterday and recorded my observations to satisfy your curiosity.
Each time a new package is designed for a food or beverage product, brand leaders must ask themselves if they’re giving shoppers what they want. Is this package what shoppers expect? Are they meeting shoppers’ desires?
As shopping behaviors and the path to purchase have been disrupted by online and mobile shopping, shoppers’ expectations of the product experience are also changing.
Marketplace disruptions caused by the rapid growth in ecommerce and social media are posing major threats and opportunities for consumer package goods (CPG) companies. Designing innovative products and packages that delight consumers have always been important, but innovation today needs to be faster, more effective and less expensive than ever before. Strong marketing implementation has also always been important, but the complex environment today requires a highly efficient, integrated omnichannel approach. Technology can help enable these transformations.
As a technology leader, I’m continually looking to gather data and insights that strengthen my business case for digital transformation within my organization.
Shopper insights on food and beverage packaging helps marketers, designers and packaging engineers create innovative product designs with strong value propositions based on data and feedback on how and why shoppers buy both in-store and online.
As a packaging engineer, adapting to consumer preferences isn’t always easy, but if you can comprehend exactly what makes the difference in the consumer’s decision to buy or not buy, then you can identify cost-saving opportunities and sustainability improvements across the entire supply chain.
You have an awesome idea to improve product packaging. You feel the pain of the people who work for you and your peers (not to mention your own pain). You’ve got an idea to help digitize the packaging process by introducing a process change or a technology change, but every time you think of bringing it up to your boss, you’re at a loss for words. What to say?
Brand leaders know the power of connection. A consumer’s connection to a brand is a powerful driver of trial, purchase, loyalty and advocacy. Connection is maintained through consistency and relevance.
Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions, but knowing how shoppers want to receive products is also a critical piece of the story. For example, shoppers are constantly gathering information when it comes to food and beverage packaging and with the rise of smartphones, shoppers are becoming curious about how they can use their phones to get more value out of packaging.
In this edition of Pack Snacks, Ashley Sellers speaks to X-Rite’s Ray Cheydleur and Cindy Cooperman about brand standards, AR and the revival of the frozen food aisle.
When the internet connection on your mobile phone is spotty, you’re irritated. When your Spotify music app won’t connect to your Bluetooth wireless speaker, you’re annoyed. If Amazon.com is down, you roll your eyes. With modern day conveniences and the advancement of technology, you expect nothing less than a seamless experience.
As the Millennial generation continues to increase their buying power, they also prefer to purchase products from brands that have sustainable manufacturing methods and ethical business standards. According to a Nielsen study, Generation Z is also willing to pay for products and services that come from companies who are committed to positive social and environmental impact—up from 55 percent in 2014 to 72 percent in 2015.
The archetypal tale of David and Goliath is unfolding between small craft or start-up brands (David) and large fast-moving consumer goods (FMCG) companies (Goliath). In a recent Financial Times article, Bain & Company stated that these Goliath FMCG companies experienced 7.7 percent growth from 2006- 2011, but only .7 percent growth from 2012-2016. And according to a New Product Innovation Report, Nielsen states that of over 60,000 new SKUs introduced in Europe in the last few years, just over half (55 percent) made it to 26 weeks.
Great design leaders help others, whether within their team, department, or customer base, achieve their goals. This is what I saw at the 2018 AIGA Leadership Retreat in Baltimore, Maryland. Design leaders from all over the country came together to share and glean insights to gain confidence and tactical skills to deliver valuable user experiences.
Danaher Product Identification companies, Pantone, Esko, X-Rite and AVT launched a new study today, “Packaging and the Digital Shopper: Meeting Expectations in Food & Beverage,” with contributions from PAC - The Packaging Consortium, Mintel and executives from The Visual Brand, Nature’s Bounty Company and 2940 LLC.
The packaging process is very manual and analog for most consumer goods companies. This makes it ripe for digitization, and companies who digitize fastest will gain an advantage. When leaders provide digital tools for their teams, they can reap serious business benefits like reduced cost, improve quality, reduced risk, increased visibility and increased agility.
A woman visits a store and sees something interesting on the shelf. She wants to know more about the item, so she pulls out her smartphone, opens the Amazon Flow app and points the phone's camera at the product. Within seconds, her phone is filled with information. She now has the option to read about the product and either buy it at the store or add it to her Amazon cart on the app.
In this edition of Pack Snacks, Ashley Joyce speaks with X-Rite’s Printing and Portfolio Manager, Ray Cheydleur and VP, Brand Global Strategic Accounts, Cindy Cooperman about Nestlé’s former candy brands getting a new refresh, how speed to market is correlated to the ever-growing amount of indie and start-up beauty brands and how major brands are also looking to increase their new product roll-out to cash-in.
Esko held its’ 27th annual conference (EskoWorld) for Esko users on June 5-7 in San Antonio, Texas. Brand leaders, graphic and structural designers, trade shops, sign makers and packaging and label converters heard about trends shaping the industry, witnessed emerging technologies, shared ideas and gained product knowledge at the three-day event.