FDBusiness.com

Branded reusable secondary packaging increases purchase intent

 Breaking News
  • Valeo Foods Acquires Tangerine Confectionery For £100 Million Valeo Foods Group, the acquisitive Irish and international food business, is reported to have purchased Tangerine Confectionery of the UK for £100 million (€112 million) from Blackstone Group. The deal adds popular UK confectionery brands such as Dip Dab, Fruit Salad and Blackjack to Valeo Foods Group’s growing portfolio, and will increase annual turnover to [...]...
  • Constellation Brands to Invest $4 Billion to Develop Canabis Market Constellation Brands, the North American and international alcoholic drinks group, is investing US$4 billion (C$5 billion) to increase its stake in Canopy Growth Corporation, a leading diversified cannabis company, to 38%. The significantly expanded strategic partnership will position Canopy Growth as the global leader in cannabis production, branding, intellectual property and retailing. As a result of [...]...
  • Brewing Up Authenticity, Vibrancy, and Sol With the hot summer months in full swing, beer lovers are reaching for their favorite cold brews to beat the heat. But as consumers venture down their grocer’s beer aisle, they are met with an onslaught of brands vying for attention in a sea of packaging. When MillerCoors recently relaunched the Mexican import brand Sol, they [...]...
  • Carlsberg Group Delivers Strong First Half Carlsberg Group has increased operating profit organically by 14.2% in the first half of 2018 with all three of its regions – Western Europe, Asia and Eastern Europe – delivering very solid performances. Organic net revenue growth was 5.1%. Reported operating profit rose by 6.0% to DKr4.373 billion (€586.5 million), impacted by negative currency factors [...]...
  • Levi Roots Caribbean Snack Pots Launched by Aimia Foods Aimia Foods is introducing to the market ‘Levi Roots Caribbean Snack Pots’, a range of On the Go Instant Snack Pots, that consumers simply add hot water to and stir for ease of preparation. Using natural, clean ingredients, the products have an authentic, home cooked taste and incorporate the Levi Roots Caribbean vibe, flavours and recipes. Michelle [...]...

Branded reusable secondary packaging increases purchase intent

November 04
12:24 2013

Secondary package design with on-message, brand-building color and graphics can lift brand awareness and increase purchase intent when integrated into in-store marketing campaigns, according to a study released by Clemson University and Rehrig Pacific Company, a member of the Reusable Packaging Association.

 

According to the study, product in branded reusable crates received 54 percent more eye fixations, and was looked at for 46 percent more time than the same product in non-branded crates. The three-day study was carried out at Clemson University’s CUshop, an immersive shopping environment used to test consumer behavior.

 

“The study highlights another value point of reusables,” says Jerry Welcome, president, Reusable Packaging Assn. “Retailers can apply eye-catching graphics to their reusable secondary packaging to drive increased sales and increase their ROI on reusables.”

“Brand equity is of the utmost importance to the owners of the world’s best brands,” emphasized Jerry Koefelda, senior director, new product commercialization, Rehrig Pacific Company, and author of the study. “Properly designed reusable packaging drives the brand’s messaging where it is most effective—at the point of purchase where 76 percent of purchase decisions are made. On message secondary packaging with in-brand, visually arresting graphics and technology enabled promotions have proven to be an effective means of driving brand lift and building brand equity. It can be utilized in multiple locations in all retail formats and drive growth for all stakeholders throughout the value chain.”

 

Securing shoppers’ attention in the store is increasingly important. According to a continuing study spanning more than five decades, Point of Purchase Advertising International (POPAI) reports that shoppers are now making over three-quarters (76 percent) of their purchasing decisions in-store. The study goes on to say that the single greatest factor in their decision making is in-store marketing at the point of purchase. These results demonstrate the potential for secondary packaging to lift brand awareness and drive growth at the point-of-purchase.

 

About the study
During the testing at Clemson University, 89 participants were equipped with eye-tracking hardware as a means of recording the areas to which their attention was directed during a simple shopping task. In order to gauge attention patterns, the eye-tracking technology capitalizes on the fact that attention coordinates eye movement.

 

The specific types of secondary packaging used in the study were reusable plastic crates for 2-liter bottles of carbonated soft drink. The reusable crates were designed and manufactured by Rehrig Pacific Company. Specifically for this purpose, a new proprietary reusable crate was introduced, manufactured with the exact label colors and multicolor logo of a US beverage company. This branded reusable crate was evaluated against a standard crate in the industry. The standard reusable crate was manufactured in a non-specific shade of the same color, blue, and did not feature a logo in offset or company specific colors.

 

 

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 12, 2018Packaging Innovations & Luxury Packaging London 2018
  • September 15, 2018iba
  • September 25, 2018PPMA Show 2018
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements