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.
Retailers may be the driving force behind retail-ready packaging (RRP), but brand owners and manufacturers are uncovering ways to boost sales and brand recognition through product packaging designed to be quickly stocked and attract consumers.