An ‘Online First’ Mindset for Packaging?

By July 31, 2014Branding

Now this is fascinating stuff.

For the past 2 or so years my business has been helping guide businesses into the mindset that mobile really matters in the path to purchase.

The space where web experiences interact with on-shelf experiences is my personal favorite place to work. Pixels and dots, dancing in beautiful harmony. Awww.

But in just a couple years’ time here we are now wondering, “Is it time to think ‘online first’ for packaging?”

I say: YES.

Read more agreement on this topic from Agency Post.

Obligatory Anecdotal Example

Last week I made a monthly stop at a local Vitamin Shoppe to pick up a few things. I walked in the store, chit-chatted with the staff, then went directly to what I knew I wanted to buy, checked out, then left.

As I walked to my car I thought about how I had just walked in with a predetermined plan on what I wanted to buy. I did all of my research before leaving my house, days in advance.

Compare that to yesterday when I saw a small independent vitamin/supplement store, and decided to check it out. I had no idea what I would buy when I walked in, but I asked about a specific product, a brand I buy in bulk. When the store manager said he did not carry the product, I said I would take a look around. He insisted I check out a product he thought was comparable, even going to far as to read a few things on the label to me. But my mind was set. There was no way I was going to leave a brand I know and trust.

The point is, if the data I am reading on a regular basis suggests anything, it says we are approaching critical mass for the online-first shopping experience, whether the purchase is from Amazon or Target. The path to purchase is beginning on a screen with its user in total control.

Is your brand ready for this?

If not, or if you don’t know, let’s talk.

Dan Crask

Author Dan Crask

Hello - I'm Dan Crask. I help brands discover who they are, then express it visually. I co-own Brand Shepherd, am a husband, father of four children, and I don't believe in a work/life balance - it's all life, and all of it matters.

More posts by Dan Crask

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