Bold colors, function, unusual shapes help packaging work where P-O-P can't

It's evident there's a growing focus at retail. Brands are ramping up what they do in-store to be competitive, and with less in-store marketing at their disposal, due to clean floor policies, packaging has become a major asset. Call it "impact packaging," or anything else you like, but the bottom line is, brands have recently stepped up their shelf presentations.

By James Peters, CPP

"How can I certify that my package or P-O-P display is sustainable?"

I've already heard that question in several forms as sustainability gains more importance in the packaging industry. However, the immediate answer is: "You can't certify anything as 'sustainable.'"

Why not? Because, right now, no uniform definition of sustainability exists. At least two definitions have emerged so far, and that number should grow before true standards are established.

Nearly two-thirds of shoppers polled in recent surveys by Mass Connections say their decision to buy products is influenced by signs and displays at least some of the time and that they are most likely to notice endcap displays.

So why experiential marketing at retail? Is traditional media not sufficient for sharing experiences with customers? As media fragmentation and consumer savvy continue to rise, one element in the advertising realm that has remained intact, yet is often overlooked in terms of its communication value, is the retail store itself. The key to creating brand experiences in today's marketplace is looking at the retail store as more than a sales venue. It is an actual medium and consumer touchpoint, and must become more than just a point of distribution.