Packaging Innovation
secondary packaging
December 25, 2013

The importance of secondary packaging

Packaging designers are well aware of the importance of packaging for brand equity and sales, yet what about secondary packaging? For instance, if you buy a drink at your local supermarket it comes in a bottle carrying a logo you can easily recognize. But what does the crate look like the supermarket keeps the bottles in? Usually it’s a simple packaging concept with no branding whatsoever. Not a good idea, according to a recent study conducted by Clemson University and Rehrig Pacific Company.

Secondary packaging is often underestimated

secondary packagingWhat is secondary packaging? Secondary packaging includes the boxes, tape, void fill material and pallet stretch film that was used to get a product to a retail or distribution center. In a retail situation the secondary packaging typically does not go home with the consumer. In stores, it’s the crates the bottles are stored in, the cardboard boxes that hold the bags of chips, etc.

Frankly, most brands underestimate secondary packaging. They shouldn’t, a recent study by Clemson University and Rehrig Pacific Company proves. The study revealed the following:

–         The product in the branded reusable crates received 54% more fixations.

–         The product in the branded reusable crates was looked at for 46% more time.

–         The product in the branded reusable crate was looked at 10% quicker.

–         The combined area of the product and the branded reusable crate received 47% more fixations

Branded secondary packaging increases sales

The results indicate that a unique 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 the study, products 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.

Catching shoppers’ attention in the store is crucial to drive sales numbers as studies indicate that shoppers make over three-quarters of their purchasing decisions in-store! In-store marketing is the single most-important factor in that decision. It’s clear that brands wanting to be seen in the shops need to spend time on secondary packaging. This is especially true for food and drink packaging.