At a time when many consumers actively screen out marketing messages, the surest place for CMOs to make a bigger impact is at the point of consideration, at the retail shelf. The fact is…by the time your consumer gets to the shelf ...Your pack standing there is really your last opportunity to influence them before they decide to buy. Therefore…because your pck standing on the shelf is your final sales pitch you have to make it count. So yes, whilst packaging design alone doesn't guarantee a successful retail product. Packaging design without strategy is like a car without fuel…It ain’t going anywhere! Packaging design strategy must be focused around the 4 critical pieces of the packaging design puzzle.

1. How do I get
my packs
on shelf to
deliver
more?
© Jam&Co Design 2017 | jamandco.com.au

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Today’s savvy brand
marketers are giving their
product packaging lots of
attention.
(More so now than ever before!)

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Because…These marketers
understand the huge marketing
impact of their Owned Media
sitting on the supermarket shelf.
BUT…

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The BIG QUESTION is….
“How can our packs deliver more?”

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How do we get our packs to
deliver more…
 Sales Volume
 Gross Margin
 Gross Profit
 Net Profit
 Marketing ROI
 Market Share
 Brand Equity Metrics

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For your packs on shelf to deliver
more…you have to be really clear on
the end goal.

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What is your “end in mind”?

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The “end in mind”
determines your
packaging
design’s success
on-shelf.
© Jam&Co Design 2017 | jamandco.com.au

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Designing packaging with the end in
mind…
© Jam&Co Design 2017 | jamandco.com.au

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NOTE: Consumers needs and
wants have changed dramatically
over the last 5 years
© Jam&Co Design 2017 | jamandco.com.au

12. Today’s consumer
is looking for:
© Jam&Co Design 2017 | jamandco.com.au
• Advice
• Information
• Stories
• Risk removal
• Engagement & sometimes
entertainment
• Connection
• TRUST

13. NOTE: The
old benefits
of “better,
faster,
cheaper” are
an
expectation
today.
They are
taken for
granted!

14. With the
ever
changing
consumer
needs, the
end goal for
the design
of product
packaging
has also
changed.

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The “end in mind” for
design is no longer…
Just get the product
into the shopping
basket!
© Jam&Co Design 2017 | jamandco.com.au

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Today’s packaging design packaging
MUST be created with 2 “end’s in
mind”
© Jam&Co Design 2017 | jamandco.com.au

17. Buy today (Attention)
Buy more tomorrow (Brand
Loyalty)
The “end in mind”

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These 2 “end’s in mind”
must be strategically built
into the design

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1. Buy today …design

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Buy today design requires
Attention!
SHELF IMPACT: Draw them in…
Awareness + Emotion In 4 Seconds

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Grab
attention!
Get
STANDOUT
appeal
and disrupt
the shelf.
(See how HERE)
© Jam&Co Design 2017 | jamandco.com.au

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2. Buy more tomorrow-
design
BUYING
AGAIN
AND
AGAIN
AND
AGAIN

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2. Buy more tomorrow-
design requires Brand
Loyalty

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How do you
keep them
coming back
for more?

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How do you encourage
brand loyalty?

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Brand loyalty is:
A consumer’s ongoing
preference to buy a
particular brand in a
particular product category.

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Brand loyalty begins when
consumers perceive that
your brand offers the right
product features, images, or
level of quality at the right
price.

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However Brand loyalty is
falling fast

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 Not keeping up with consumer expectations
 Loyalty programmes falling short of expectations
 Instant information access to find a better deal
elsewhere
 Inconsistent UX (Customer Experience)
 Lack of unique relevance to consumers
Brand Loyalty is failing
because of:

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Discount shopping does
nothing to encourage brand
loyalty.
• According to a study by Rice
University 40% of businesses
would not offer another Groupon
deal again…(Mmmm.
..Interesting!!!)

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How a company converts deal-seeking or
one-off customers into brand loyal
customers is a CRITICAL STRATEGIC
QUESTION.
© Jam&Co Design 2017 | jamandco.com.au

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10 strategic questions you must answer if
to convert once off customers into loyal
ones.
1. How can we ensure the highest product quality ?
2. How can we increase customer engagement (short &long term)?
3. How can we encourage consumer feedback ?
4. Can we give them a unique reason to come back?
5. How can we stay relevant?
6. How else can we add value?
7. How can we show our appreciation?
8. How can we increase our UX and UI
9. How can we increase emotional connection?
10.How do we ensure trust?

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3 Critical Elements which
must be strategized and built
into your packaging design
to ensure customer loyalty
and increase revenue.

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1. UX – USER Experience (What USERS
Do)
2. UI – USER Interface (How USERS feel)
3. EC – Emotional Connection (How
USERS connect emotionally)
3 Pillars of Strategic Packaging
Design

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UX
ECUI
3 Pillars of Strategic Packaging
Design

37. In Summary:
To get your packs on shelf to deliver
more…You have to ensure your
designs are created with 2 “ends in
mind”

38. To get them to buy
more today
Your Pack Must Grab Attention On
Shelf!

39. To get them to
buy
more tomorrowYour pack must build Brand Loyalty!

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These 2 “end’s in mind”
must be strategically built
into the design

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