Putting The WOW Into Your Packaging Design
Jennifer Segail, Managing Director, Jam & Co. Design
Achieving brand penetration on-shelf in today’s overcrowded and highly complex retail shopping environment is more challenging than ever these days. Imagine competing in a duopolistic market where a typical category can have 40-60% of the shelf space taken up with the retailers own labels or control brands. This is the challenging landscape marketers are faced with in Australia.
To be successful on shelf today your brand has to captivate like never before. Socially connected shoppers are savvy, well informed, less loyal and come with a host of new and ever changing expectations. They expect your brand to emotionally resonate and deliver a “WOW! Check this out!” experience.
Jennifer will present the the three key characteristics that deliver “WOW!” on shelf and beyond. She’ll explain how these three Wow’s must be strategically built into your packaging design to excite the category, get cut thru and create brand loyalty.