Thanks to the rise of the internet, shoppers are better informed than ever. Especially when it comes to food and beverage, consumers purposely look up as much information as they can online before making a purchase. According to a recent study by Danaher, 75 percent of online food and beverage shoppers plan to make another online purchase within the next 18 months. Of those shoppers, 37 percent use their smartphone in-store to take pictures of products they plan to look up online. So, what does that imply for packaging design? Read on to find out!
When a new distribution channel emerges, brands are often tempted to request specialized packaging. They should be aware, however, that consumers expect a cohesive customer experience. They want the product they buy online to be (very) similar to what they saw in-store, and vice versa. More specifically, as Danaher states, a whopping 91 percent of online shoppers claim to feel disappointed when the packaging that arrives on their doorstep has a different format or a different color than what they saw online. Any form of redesign, in other words, should always be carefully considered to maintain brand consistency.
Must-read! Does your packaging design for e-commerce have what it takes to go viral?
Packaging design for online products: brand consistency is key
When a new distribution channel emerges, brands are often tempted to request specialized packaging. They should be aware, however, that consumers expect a cohesive customer experience. They want the product they buy online to be (very) similar to what they saw in-store, and vice versa. More specifically, as Danaher states, a whopping 91 percent of online shoppers claim to feel disappointed when the packaging that arrives on their doorstep has a different format or a different color than what they saw online. Any form of redesign, in other words, should always be carefully considered to maintain brand consistency.
Must-read! Does your packaging design for e-commerce have what it takes to go viral?