Anyone operating within the retail sphere, especially in the consumer packaged goods industry, knows that competition is intense – now more so than ever. Your need to increase sales and draw in new, loyal customers, is as strong as ever – but so too is your competitor’s. Innovative retailers are adopting a variety of new and trending methods for point of sale – and the popularity of omni channel marketing has grown exponentially.
What do we mean by omni channel marketing? Rather than adhering to one or two main avenues for exposure, those companies now turning to omni channel marketing are employing a variety of different marketing tactics, including innovative and creative packaging, eye-catching point of purchase displays, various forms of in-store marketing, even catalogs and print.
A recent Shopper Engagement Study done by POPAI, the Global Association for Marketing at Retail, found a wealth of evidence to back this up! Their research found that, even with the growth of online marketing, in-store purchases are at an all-time high.
In the printing/packaging world, this growth is clearly visible in the numbers:
- The business of printing for indoor point-of-sale/point-of-purchase signage generates $37 billion globally.
- Inkjet is the predominant print technology in POS/POP, with almost 13 billion in revenue, and flexography is also growing in popularity ($2.6 billion).
- Print is changing – a decline in traditional brochure production has been countered by an increase in interest in POS/POP and specialty catalogs and books.
- Spontaneity – impulse buys are not just influenced by price – POP displays have been shown to be a huge motivating factor when it comes to making unplanned purchases (up to 24%).
If you are thinking about adopting an omni channel approach to your marketing strategy, what should you be thinking about?
- Creativity – thinking outside the box, going against the grain –these are great ways to ensure that your marketing stands out. This is critical when it comes to both your product packaging and POP marketing.
- Emotional connections can be a huge boon when it comes to creating interest, especially with a POP display.
- Tech savvy – integrating technology into your marketing is also another sure way to gain the attention of potential customers.
Omni channel marketing is something that presents real value –but you have to go about it the right way. As mentioned, creativity has become essential, but quality is also key.
At Packaging Technologies Inc., we know that staying ahead of the competition is critical in the consumer packaged goods industry, and we have the means and the experience to ensure that your omni channel marketing strategy goes off without a hitch.
For more about PTI or how we can help you adjust and adopt the newest food packaging trends, call us today at 1-800-303-5883.
