The role of product packaging today is not what it used to be. Attention spans are shorter, categories are becoming more fragmented, and new retail channels are appearing and growing. Packaging is increasingly becoming the central touchpoint for consumers.
It is, therefore, important to ensure that packaging is properly fulfilling all of its important roles – being noticed, identified, selected for sale and supporting the brand promise. Consumer research gives that confidence, but how to test more extensively without breaking the budget?
Our experience in building best-in-class online environments for pack and shopper research shows that outcomes from virtual testing align almost perfectly with real-life testing. In the webinar recording below, Alex Baverstock discusses our Ipsos Simstore expertise and imparts some key learnings about what makes good packaging, both in store and in ecommerce environments.
Here you can access the slides and recordings from our recent Packaging Perfection webinar.
Black Friday: Still the superhero of the shopper’s year?
Looking ahead to Black Friday, which falls on November 29th this year, our new white paper takes us on a tour of the history of the prominent shopping event, setting out new challenges and how retailers can overcome them, as well as thoughts on the future of Black Friday.