Los estudios indican que hasta un 82% de las decisiones de compra se toman cuando el cliente ya está en la tienda, lo que significa que el embalaje es un medio muy importante para diferenciarse de la competencia. Sin embargo, es muy frecuente que las marcas no aprovechen la excelente oportunidad de marketing que esto supone.
A este respecto, Arco Berkenbosch, Vicepresidente de Innovación y Desarrollo de Smurfit Kappa, subraya que “desde el lanzamiento de ShelfSmart en 2015, hemos recopilado una enorme cantidad de opiniones de compradores, que nos han permitido diseñar embalajes SRP, muy creativos y de gran visibilidad, para algunas de las marcas más importantes del mundo”.
“Aunque los compradores toman la mayor parte de las decisiones de compra en el lineal, es muy frecuente que las marcas no aprovechen la excelente oportunidad de marketing que esto supone. Además, en el proceso completo que aplica SelfSmart, desde que se recaban opiniones hasta que finaliza el informe de compradores, solo se emplean unas pocas semanas”, concluye el directivo.
Mondi wins World Food Innovation Award with a packaging solution inspired by nature
The global packaging and paper group Mondi received a World Food Innovation Award 2018 in the “Best Packaging Design” category. The competition – organised for the fourth time by FoodBev media – recognises the company’s innovative concept for the Pistachio Dream box. Out of 220 entries from over 20 countries, the panel selected Mondi’s submission for its increased shelf appeal of dry food products at point of sale.
The judges welcomed the creative thinking behind the Pistachio Dream. The corrugated outer shell surrounding the nuts’ primary packaging enables easy stacking on the shelf and conveys the brand’s premium characteristics. The packaging structure and opening mechanism resemble the product itself: by simply pulling the two sides of the box apart, the end-user mimics the process of peeling off the outer shell of the pistachio. Besides facilitating easy manual assembly and opening, the exterior walls play an additional role – they provide a convenient receptacle for the empty pistachio shells after consumption. This enhanced functionality supports end-user convenience and boosts brand awareness. Combined with its intriguing design, the Pistachio Dream packaging positions the product as a premium item on the shelf that grabs consumers’ attention.
Armand Schoonbrood, COO Corrugated Packaging at Mondi, states that “today’s busy lifestyle means that consumers demand products that make life simpler and more comfortable while the product experience, health and environmental aspects continuously influence purchasing decisions. This convenience trend is particularly prominent in the food sector where the number of products on the shelf is continuously rising. Large and small brands compete for customers’ attention. As a result, we aim to develop new packaging concepts that proactively meet these needs and help set the scene for a future that stimulates the senses”.