Have I got a story for you. Or rather, Michel et Augustin’s packaging does. Job postings, requests for spaces to rent, rooftop selfies, open house hours and announcements for pastry certification classes in Paris are all shared on the packages of the gourmet pastry brand ran by two childhood friends.
Today’s consumer is not the consumer of the past, and tomorrow’s customers will continue to change at a rapid pace: Demographics and shopping habits are shifting; technology is creating new ways for them to purchase from a greater range of products; and attention spans are plummeting.
Brands can keep or lose customers at every point in the buying cycle, from first open of the site to the re-ordering of purchases. BRANDPACKAGING talks to experts in the various steps of e-commerce activity on how to help your company help its customers.
Over the past several years, we’ve seen an enormous shift in consumer preferences for food and beverage products. Increasingly, shoppers, most notably younger ones, are walking away from large brands perceived to be processed, artificial or mass-produced in favor of options they feel are more authentic, local and “real.”
Most companies involved in consumer goods manufacturing face issues with counterfeit products in the marketplace. Of course, every fraudulent product sold negatively impacts the manufacturer’s bottom line, but often, the real damage is unseen: long-term injury to the brand from substandard product in the supply chain.