CPGs And Packaging With A Personal Touch - Why It's A Success

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CPGs And Packaging With A Personal Touch - Why It's A Success

CPGs And Packaging With A Personal Touch - Why It's A Success

Consumers love personalized packaging, if a recent report from PreScouter is any indication of how things are progressing in the consumer packaged goods sector.  

 
PreScouter researchers took a look at Frito-Lay's "Snackable Notes," Coca-Cola's "Share a Coke," Kellogg's "Braille Love Notes" and other personalized packaging campaigns in coming to the conclusion that personalized packaging generates brand awareness, more consumer engagement and customer loyalty, and increased sales.  Reports say the company found that consumer demand, social media sharing, and digital/3D printing technology mesh in a way that encourages more customization in packaging.
 
L.E.K. Consulting conducted a survey recently that also found packaging is critical to the success of brands.  Three quarters of the 250 CPG brand owners said they intend to spend more on packaging over the next year, compared to 65% in 2018.  L.E.K also found that more than a third of respondents had made changes to their promotional approach, while more than 40% had added to the number of premium products in their portfolios.
 
There are many reasons personalized packaging leads to success for CPG brand owners.  Consumers today are often in search of products that speak to them in a personal way, that enhance their lifestyles, and enjoy a shopping experience that's targeted to them in a way that's personal and individualized.
 
In 2015 Mondelez began its "Oreo Colorfilled" campaign to tap into consumers' creativity, offering packages that could be customized either with a kit delivered to their homes or online for holiday gift-giving.  This effort made it possible for Mondelez to become part of the customers' lives through personalized packaging.
 
Considering the level at which personalized packaging increases sales, brand awareness, and customer loyalty, it's likely we will see many other companies getting on the personalized packaging bandwagon in the future.
 
At Markem-Imaje, we know the importance of packaging and its impact on not only your bottom line, but your brand.  From CIJ printers and TTO to laser coding, digital printing and more, we provide unsurpassed industrial coding and marking technologies to many industries.

January 10, 2014
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