Packaging Intelligence Brief - InStore Advertising Trends

Innovative containers and materials enhance shelf presence and build brand image.

As busy consumers increasingly find themselves short on shopping time and racing through stores, brand marketers have had to rethink the tactics they use to draw consumer attention.

With more than 70% of all purchasing decisions being made at the store shelf, visual appeal has become essential to project in-store brand image and leverage the loyalty so carefully cultivated through out-of-store marketing. As a result, packaging technologies that enhance visual presence and encourage consumers to reach out and touch a package – often reinforced these days with tactile surface treatments – have become a primary selling tool in retail environments.