MULTISENSORY PACKAGING
This case study explores the power of multisensory packaging, a strategy that engages not just the eyes, but also the sense of touch, ultimately leading to increased sales and brand loyalty.
DISCOVERY
Getting in touch with shoppers
In the colorful and saturated grocery store aisles, where brands vie for shoppers’ attention, does yours get lost in the visual noise? Traditional packaging relies solely on visual appeal, but with a multitude of options vying for a spot in consumers’ carts, multisensory packaging offers your brand the opportunity to stand out on the grocery aisles calling consumers to pick up your boxes and imagine the quality of your butter through their senses.
There are a couple of ways to create a tactile experience for shoppers on your boxes, from soft-touch coatings that cover the paper with a velvety texture to embossing, or debossing techniques. These last ones, create a raised or recessed relief against the background images on your boxes, resulting in a haptic pattern that consumers will want to see and touch up close.
OWNERSHIP
The Endowment Effect
How do you take the shopper from observer to buyer? Give them a sense of ownership over the product. Forty years of research indicates that a product’s value increases once the consumer has taken ownership of it. Surprisingly, the feeling of possession over the product begins with touch, once the shopper holds it in their hands, and not at purchase as many would believe.
When we touch something, we are more likely to think that we own it (Peck & Shu. 2009). And if we think we own a product, we are more inclined to keep it – this is called the Endowment Effect. But it gets better, once the consumer takes ownership of the product, they assign more value to the product increasing their purchase intentions and future brand loyalty.
ESTABLISH LOYALTY
Signature look and feel
Identifying opportunities for differentiation is essential to stand out in a market expected to grow at a CAGR of 4.9% from 2020 to 2025. The premiumization of your packaging will offer your brand differentiation on the shelves and the opportunity to highlight your unique selling propositions. For example, you can emboss the organic food seal on the box to emphasize the brand’s efforts to offer quality ingredients.
This multisensory packaging strategy goes beyond aesthetics, fostering a memorable connection with the product’s quality and the brand’s value while creating a signature look and feel.
THE GREEN BONUS
Organic products call for a sustainable story
Consumer preferences and trends in the butter market suggest that ingredient-conscious consumers are on the rise. As a result, more butter brands are including natural or organic options. If organic-conscious consumers are so concerned with the supply chain of the ingredients, it is a counterpoint not to worry about the carbon footprint of the packaging. A recent survey by Forbes reveals a stark warning: 88% of consumers expect brands to support sustainable lifestyles. If you are trying to establish your brand as organic or natural but aren’t helping consumers be more eco-friendly and socially responsible, you risk disappointing the vast majority.
The solution
Moquin Press offers sustainable paperboards selected based on the waste hierarchy. This hierarchy prioritizes reduction and reuse, as essential to sustainable materials management. Through innovation and extensive research, we were able to make an impact by replacing raw materials that have large impacts on the environment with more earth-conscious ones.
In addition to offering an FSC-certified paperboard, Moquin Press has an exclusive Tree Free Upcycled paperboard made from the by-product of sugar production.