Chasing the SoLoMo Consumer
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Packaging is absolutely vital in aiding this decision. Holding and examining the physical package tells a shopper how easily it will be to use and store at home. The package also bears a variety of product information and an opportunity for cross-selling that is far more easily forgotten or ignored when shopping online. The package is also marketing display in a store. Whether it’s the “billboard” of a 30-foot aisle of Coca-Cola products or a brightly colored POP display of baking mixes, packaging is the eye-candy that supports a brand, aids the purchase decision and can drive brand extension with related products.
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