Imagine a customer standing in the frozen food aisle staring at broccoli and corn. Without loyalty or preference for any one item, she needs to choose. Brand perception will likely play a big role in her decision. Chances are good the packaging will, too.
The retail sector is experiencing an unprecedented tsunami of change that is disrupting the industry in ways yet to be realized. In today’s competitive environment, new technology and rapidly evolving shopper behavior are driving dramatic changes.
The phrase “Think global, act local” was first coined in the context of environmental challenges, but has taken on a much wider meaning in recent years. The desire by multi-national corporations and their marketing teams to drive a consistent brand, packaging and design across markets and geographies is clear.
You may have heard predictions that online shopping will eventually overtake traditional brick and mortar stores. While “e-tailers” may continue to gain ground, consumers still enjoy touching and feeling a physical product in stores.