The Importance of Packaging
As researched by CEA (Increasing Profits Through Effective Retailing of CE Accessories), 44 percent of consumers say that information on the packaging is an important source of knowledge. Also according to the research, when making a purchase, the salesperson recommends an accessory only 23 percent of the time; that leaves the packaging to provide adequate information for the consumer to make the correct purchase decision. In many instances, lack of information usually results in the loss of a sale; the customer leaves without an accessory they would have purchased had they been provided with the information they were seeking.
In addition to product information, packaging must market a product on a shelf by standing out on the overcrowded shelves of retailers and by creating an emotional contact with the customers. The package must be easy to identify and information must be displayed accurately and in a simple manner. For products with little or no advertising support, sales rely mainly on the strength of their packaging to attract customer attention and the favor of retailers.
A lot of this information may seem to be common knowledge, therefore redundant, but it is far too often that consumers are left confused and dissatisfied with their experience. Yes, they can always track down a salesperson to have their questions answered, but when it comes to accessories these days, it seems that helpful salespeople are disappearing along with the analog products.