Packaging may not seem to be an important aspect of a product, but it is this very requirement which helps you to secure a successful sale and also helps you in reaching out to more prospective customers. In this industry, people do judge the book by its cover. Don’t expect your customers to be only dependent on the features of the product. Surely you may have a strong brand image with adequate levels of awareness, but unless you are able to attract the attention of the customers, you won’t be able to get them to know more about your product. Here are 5 packaging truths that every business should be aware of if it intends to make great sales and a lot of happy customers.
A product without its package is just like an orange without its skin. Yes, you pictured that perfectly. The moment you see a discolouration on an orange, then you immediately lose interest in it. But if a bright coloured and fresh looking orange meets your eye, then you simply cannot resist the urge to check it out. This applies to product packaging also. You need to make it presentable enough for customers to approach it. Only then can you increase the chances of selling your product.
Apart from appropriate presentation, the package also ensures the protection of the contents which is especially useful during transit. Irrespective of whether your product is fragile or durable, an average customer will not even consider buying any product that is not packaged. So if you are Miracle Sheets thinking about saving up on costs by avoiding packaging completely, then you better start considering investing in packaging. More than sales and protection, it helps to create strong brand awareness which is quintessential for securing a share in the market.
While the standard rules state that the cost of the package should ideally be 8% to 10% of the total cost. But at times this cost can vary depending upon the packaging requirement for the contents. Businesses usually take into consideration the cost of primary packing. But what about secondary and tertiary packaging? There is also the requirement for additional packing accessories which add to the cost.
The packaging requirements are not only fulfilled when you pack the contents. You need to consider the secondary / tertiary packaging where multiple units are compiled into a consignment of predefined quantity / weight and then the entire set is packed in an external packaging comprising brown corrugated boxes (most popular packing material), ply boxes or rolls of corrugated sheets / bubble wraps for flexible packaging. The costs of these requirements are usually hidden and therefore remain out of calculations.
If cost is a concern for you, then try to procure recycled packing materials as they have a lower price tag but do not compromise with the quality of packaging which includes protection, durability, re-use potential and branding.
2.6 seconds – this is the average amount of time that a customer spends on any product. You may have the right information and secure packaging, but does it really help the product to stand out. Take a walk down the aisle and you will get a reality check about the strength of your competition. Do not underestimate your competitors because they are doing everything possible to make their packaging as interesting and captivating as possible.
By simply adhering to the basics of packing, you would not be able to win the attention of the customers. You need to integrate your package with the ‘X’ factor. Conduct a thorough research for identifying the needs of your target group and make a list of the color combinations, designs, usability factor, materials, and just about anything that appeals to your customers. If you are still in doubt, just take a good look at your product and ask yourself “Do I really want to buy this stuff?” You would have gotten your answer by now.
Packing materials are just one of those things that are better if procured in bulk quantities. The reason – you can actually save costs on bulk order. But what should a small business with less packaging requirements do? You need to understand that with respect to packaging material suppliers, you have very few suppliers who would even consider selling you your requirements in small quantities. Bulk quantity sales is a trait which defines this industry.
However, you could try to work out an arrangement with the supplier wherein you place your entire order with them and they can store it in their warehouse (if they have warehousing facilities). This will ensure that you get the materials as per your requirement and the supplier’s interest is also fulfilled as he had received a large enough order. This is one of the best ways in which you can seek the benefits of bulk purchase without having to buy the entire consignment all at once.
Innovation is the driving force behind every industry that exists today and all those who fail to comply with the trends either fall out due to lack of adequate customer engagement, or with some miracle, they would still be able to hold on to their offerings with a considerably large customer base. And most trends are not the outcome of technological developments, but they are the results of changed perceptions of the customers.