• Jun 22 2023

    Well planned packaging gets you ahead.

    InGOING GREEN

    Well Planned Packaging Gets You to Market and Wins More Customers

    Successful brands think about packaging differently. Realising the risks of planning this function too late, they get proactive and consider its impact on everything from product development to customer experience. They ask how they can use packaging to enhance their product’s performance and get an edge in a competitive market. This is how you can apply this thinking too.

    WHAT HAPPENS WHEN PACKAGING BECOMES AN AFTERTHOUGHT?

    When businesses rush to get their products to market and end up with crating solutions that don’t support their product objectives, the financial, brand, legal and logistic implications can be huge.

    Think about customer experience for instance, packaging creates an impact before the product is enjoyed. If the presentation of our packaging is inconsistent with the product, the customer’s perception may be affected, and our brand may take a knock.

    The same applies to the quality of crates. If it’s a sub-standard solution and fails to protect our product in storage or transit, then we’re indirectly telling customers that the quality of our product is low too.

    Then there’s the final stage of delivery and other courier methods that move products from distribution hubs to their destination. Packages can suffer serious damage here, especially if our crates have not been designed with this demanding part of the journey in mind.

    Succumbing to challenges like these is often the result of adopting last-minute packaging solutions after we’ve already begun our marketing. A better alternative is to plan for all eventualities and avoid the costs of getting it wrong.

    WITH PACKAGING, THINKING AHEAD WILL GET YOU AHEAD!

    A proactive packaging strategy that’s part of the entire marketing mix is a powerful tool that can prevent your product from failing at critical stages and can turn your business into a customer favourite. Start by considering these areas as early as possible…

    Understand the consumer mindset. This commonly overlooked element may leave us thinking that because something is easily delivered, it’ll be well received, which is not always the truth. We must ask how we can use our packaging to create an exceptional experience for the receiver. If the target market prioritises environmental matters, then there’s an opportunity to wow them with a crating solution that supports positive environmental practices. Customers are usually very vocal when businesses show this kind of care towards their values.

    Package development. Invest in quality packaging that absorbs the rigours of transit and handling. Good crating solutions factor in the potential impact of couriers and final stage delivery and are designed to get valuables to their destination in perfect condition.

    Legal implications. How does your packaging relate to the laws of your target market? Some countries won’t accept wooden pallets at all, while others require compliance with International Standards for Phytosanitary Measures. There are also varying approaches to recycling, so cardboard, paper and plastic choices need to be thought out carefully. Doing sufficient homework on market legislations may prevent your products from being quarantined or returned – both costly scenarios.

    Showing that we’re fully supportive of local legislation and business values is a promising start in any new market and is a great way to get accepted into bigger circles.

    Investigate the logistics. There are many layers of logistics. By digging into all the possible avenues of distribution one may uncover a packaging snag that could prevent our product from reaching a critical segment of the market. What works well for flight may not work well for backstreet city or rural distribution. The key is knowing our market thoroughly and modifying our packaging to suit the various stages of transit.

     

    TURN PACKAGING INTO A BUSINESS STRENGTH

    Partnering with professionals who have experience in global markets and put emphasis on creating exceptional experiences for customers will help you develop an effective packaging strategy early and will give you an edge in a highly competitive market. At Ubusi we’re passionate about creating packaging solutions that complement your products and get them to their destination in perfect condition.

    Learn how we get more customers to market here…

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