Chasing the SoLoMo Consumer
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Packaging still critical
But even with all the free-flowing communication, the part of the marketing and branding mix that is still critical is packaging. Online, consumers cannot touch, feel or gain a real sense of a product. All they can go by is how an item looks on-screen and what a few words of description may claim. What is lacking is what Bill Cecil, director global manufacturing at MeadWestVaco calls “the moment of truth,” when the purchase decision is made.
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