Successful product packaging in the mobile marketplace

People tend to think of package design in the traditional sense—the look and shape of a physical object that sits on a store shelf. But these days, successful package design goes well beyond the shelf, as leading companies have found a way to align their packaging strategy with their mobile strategy.

A recent article in Package Design Magazine discusses how companies that properly align their packaging and mobile strategies can optimize their brand messaging, strengthen customer relationships and grow sales. It’s an important lesson in today’s “phy-gital” climate.

Mobile consumers rule

We have all witnessed the explosion of the mobile marketplace that has ushered in the “Age of Personalization.” Connected customers are increasingly using mobile devices to make buying decisions, ask questions and pay bills. Even when shopping in-store, customers often consult their smartphones for reviews or price comparisons.

With consumers so empowered by the ability to access information on products in real time, brands need to be proactive in providing customers that information—and in doing so they can leverage the mobile market to optimize their brand message. Mobile technology gives marketers the ability to personalize their message to consumers based on unlimited factors, including location, weather, time of day, purchase history, competitive price and more. This message can be delivered not only to smartphones and tablets, but also to in-store displays, outdoor signage and even sales associates—all in real time.

By personalizing direct communications to consumers, brands build loyalty. We can see this kind of work pay off when shoppers use technology to seek better prices and more convenient access to the products they’re loyal to, instead of lower-priced products that are more readily available.

Packaging gone digital

So what does this have to do with packaging? The main goal of packaging used to be to create a sale. These days, when the product reaches the consumer’s hands, the marketing has only just begun. We see several trends in the marketplace for companies that employ a mobile strategy to build post-purchase brand loyalty:

  • Social media integration: Placing a hashtag on the package and encouraging consumers to share pictures and thoughts establish a channel of customer feedback and discussion.
  • Image recognition: By intelligently “reading” a brand’s design or logo, mobile applications can eliminate the need for a QR code or barcode.
  • Smart links: With an electronic code printed directly on a package, consumers can simply tap their mobile device and instantly access interactive information, allowing brands to market detailed product benefits through rich media.
  • Augmented reality (AR): The technology behind the Pokémon GO craze can superimpose computer-generated images or other information over a physical product while someone views it through a smartphone.

Think mobile, be flexible

Now that we live in this Age of Personalization, companies must remember to design their brands with a flexible format that can easily be personalized to meet the ever changing needs of consumers.

But in the end, the most basic rules remain: Brands must know what the customer wants and provide access to the product in a way that best matches the customer’s needs. At the moment, a good mobile strategy plays a huge part in a company’s success—so everything, right down to packaging, must be in concert.

Have an example of a clever alignment between packaging and mobile? Tell us about it in the comments below. To start a conversation about how Mindtree’s experience with coordinating mobile and packaging strategies can help your brands, contact us today.