5 signs it's time for a package redesign
A brand manager may consider redesigning their packaging for many reasons: to improve protection, brand perception, speed of assembly, cost containment, revenue, and customer experience. When one leading food company was evaluating the decision, it was all about sales.
Brands often face new packaging challenges during each stage of the product lifecycle. Whenever a brand manager sees key product metrics plateau or decline, it’s important to consider whether a package redesign would help reignite consumer interest.
Here are five key signs that it may be time for a package redesign:
- Relevance. Maintaining relevant branding and messaging is much more difficult than it used to be. “Brands need to be refreshed, changed, modified, and revamped on a much more regular basis,” explains Jay Tapp, Retail Packaging Specialist with Veritiv®. “If you haven’t revamped your brand in five years or longer, there’s a good chance you may be losing synchronicity with the merchandising channels because they’re changing so quickly and new channels are emerging all the time.”
- Competition. Existing competitors are constantly innovating, and new ones are emerging every day. “It’s not only about traditional competitors, but also about disruptive technology,” Tapp says. “Consider at-home meal delivery kits, which have grown in popularity thanks to new cold chain packaging options.”
- Retailers demanding change. Retailers are trying to stay relevant, avoid losing market share to e-commerce, and maintain packaging compliance with different retail outlet requirements. As a result, Tapp says, retailers are demanding change from their wholesalers. “They [retailers] want to create an experience that is intriguing enough to get consumers to shop in person instead of going online. This thought process is driving an increased need for retail-ready and shelf ready packaging.”
- Seasonality. “Retailers are always looking forward to the next key buying day and trying to create new seasonal opportunities beyond Christmas,” Tapp explains. Launching new packaging in time to take advantage of holidays and seasonal shopping can give brands a much needed boost for the entire year. Working with a packaging partner with in-house design, testing, and a national distribution network can also help ensure successful deployment.
- Slowing sales. If a company is seeing declines in product, category, or channel sales, a package redesign is one strategy that could reverse this trend. As brands begin discussing a redesign, Jim Ollmann, Packaging Design Director with Veritiv, recommends considering the total cost of the packaging. “Step back from focusing on the individual product,” he suggests. “Think about all the elements that contribute to the total cost, such as inventory, carrying costs, assembly costs, cube utilization, sustainability, and more. That way you can develop a total cost solution that delivers efficiency while contributing to higher sales.”
While redesigning packaging can help alleviate these challenges in the short term, it’s equally important to consider the long-term effects of disruptive technology and product distribution channel changes. By working with an experienced team of packaging designers who can address specific problems while looking at the big picture—and bringing those designers into the process early—your brand can develop a cohesive total packaging solution that can help generate growth in the near term while sustaining it in the future.
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