Why Seasonal Packaging Can Help You Gain Customers

Posted on by Kelsey Sullivan

It’s that time of year again; time to decorate your store windows, run holiday sales and, most importantly, switch up your product labels. Why? Seasonal packaging can help gain customers.

That’s right. It’s the holiday season! Everyone wants to get in the spirit, and what’s more cheerful than a festively packaged product? 

If you print your labels in-house, this isn’t a hard task to complete. But if you don’t print in-house, that is something you may want to reconsider.

Holidays Can Equal More Sales

During the holidays, you could be missing out on major sales revenue without seasonal packaging. Why?

Products that are polished, seasonal and unique have a better chance of being picked up and chosen over a similar product.

Recent studies show that product labels are much more critical in the buyer’s journey than anticipated.

Ben Schubert from Nielsen’s Innovation Practice in Europe was recently involved in a report analyzing the topic stating, “Package design is the dark horse of the marketing world. It receives little attention compared to other marketing disciplines, and its impact tends to be vastly underestimated.”

More often than not, what we think are the little things actually end up being much bigger.

Humans are highly visual beings

When we see something aesthetically pleasing, it catches our eye. Your product may be exactly what the consumer is looking for, but if not presented the right way, it is easily passed over.

This is especially heightened during the holiday seasons, where our eyes are trained to pick up on certain color patterns and images. Not convinced?

Nielson continues, “Back-to-basics marketing such as how essential it is to stand out at the shelf has become slightly lost due to marketers’ increasing focus on where to advertise in a media-saturated world.

Nearly 60% of product decisions are made at the shelf, and 56% of European consumers say in-store discovery is one of their top information sources for new products, compared to 45% for TV ads.”

Now those are staggering numbers. More than half of consumers’ decisions are made at the shelf? Presuming the setup is that of a regular market, that means more than half of the buyers decisions are based on the label alone.

That’s something to pay attention to.

It is more important than ever to remain ahead of the curve

And utilizing information like this will help push you to the forefront.

Think about it, which product would be more likely purchased on the spot: a branded box of truffles or a holiday packaging edition of similar truffles? The presentation matters. Most would go with the latter.

This year, while speaking on a similar topic, Gillian Christie, founder & CEO of adVentures Academy reveals that, “Design message on packaging can be the make or break point with your target audience.”

And we couldn’t agree more.

Your seasonal packaging and even personalized packaging can help you gain customers, giving you an edge on your competition and a greater chance for consumers to try your products.

Christie continues, “Understanding consumer behavior and identifying the exact buying motivators, hot buttons and the specific ‘conversion factor’ for that target audience is the differentiating factor between a good design and a great design.”

Now that the labels and packaging have been identified as such a large conversion factor (60%), the opportunity to greatly increase your consumer base is within your grasp.

So how do you use this to your advantage?

Take control over your production line and print your labels in-house.

Managing your labeling process can reap a plethora of benefits in addition to catching the customers’ eye. With less room for errors, no wait time or shipping, and reduced waste, your in-house label printer or packaging system would be earning its keep by saving and earning you money.

What are you waiting for?

It’s the holiday season! Get inspired! Feel the magic! And make your packaging great.

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Sources:
Packaging News
Food Dive
Business Dictionary
Lake Champlain Chocolates
Thermopylae Sciences & Technology

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