Brandscape

With the growth of online shopping what are the roles of traditional packaging for the future?

It seems that not a day goes by without another report of a cornerstone high street store calling in the receivers or selling off retail space.

WOOLWORTHS and more recently Toys”R”Us have all fallen, guilty of not keeping pace with new business models as consumers are opting to shop digital rather than in a physical retail space.
Traditional packaging was all about look at me.
Customers would go in store pick up the box and be persuaded to purchase by big flashes and call outs outlining the differences over their competition.

E-commerce packaging is all about your product arriving to your door in good condition.
The traditional in-store experience and shopping choices being replaced by, movies, unboxing, try-outs and reviews all delivered via a smart device whilst sat at home. At this point we don’t need our packaging to do anymore than just transport the item to us.
So where does this leave traditional packaging? The information that “the box” conveyed is now being communicated across multiple touch points more often than not digital.

Packaging is no longer the primary advocate but plays a supporting role of a much bigger multi-disciplined campaign.