RETAIL PACKAGING AND THE BENEFIT OF DIGITAL

Product packaging is a powerful and effective means of communicating a product’s potential, promise and desirability to consumers. There’s no argument about that. However, we're relying too much these days on the realestate offered on our packge to clearly list features, instructions for use, safety information, consumer hotlines, and let's not forget the bar code. And all of this does not even include the other important stuff...little things like displaying your brand, and providing a very reason to buy this package - This has to be done better than every other product package within view.

Until recently, product packaging has been pretty much up to the task of delivering all that is asked of it.But, with bigger stores carrying larger assortments, packages need to shout louder to be heard over the competition. Also, let's not forget those items that don't even come in a package...things like bicycles or car tires.  If your product package can't provide a reason to purchase, there is no reason to buy it...it will collect dust.  Since we know most purchases are made in store, then we know the importance of a good package.

There is a solution to cut through all of this asortment of packaging clutter..."Interactive Media Systems".  These bring your product to life. It's been called the new mass media.  Video Games locked in display cases are replaced with on-demand trailers, searchable extended inventory and instant pre-ordering.

The popularity of digital in store media is growing.  More and more brands are using in-store interactive media, just walk into a Bell, Rogers or Sony Style Store.  This has become a big solution in providing support for overworked product packaging. Interactive touchscreens offer near-infinite real estate in a compact space, which makes it possible to provide in-depth information, technical info and  show product demonstration videos or simply tell a product’s story. I have seen some digital screens create great "aisle theatre," just the things to attract attention and cement purchase decisions.

Think of all the products in a store and the minimal sales people available to sell all of these products...most of us do not want to waite more than 5 minutes to get help from a sales rep...therefore without the help of a knowledgeable sales associate and only a shelf tag to do the talking, a store equiped with interactive screens are a dream! These assistive shopping systems guide consumers through the selection process and provide independent user ratings, product reviews, and even price comparisons. The trend toward these systems is growing creating an interesting and entertaining experience for consumers. Next time you walk into a Rogers or a Sony Stye Store, bring along some popcorn and enjoy the show.