Packaging is essential to your success with Major Retailers. Therefore, it is imperative that you spend more time and effort on packaging! I've seen amazing product concepts not get realized by Major Retailers because of packaging. Truly, packaging can make or break a buyer's decision as to whether they buy your product or not.
If you think about it from a Buyer's point of view, packaging is what a customer notices first when entering into their store. If the packaging isn't attractive or clear, customers won't buy. It's as simple as that. So spending time on packaging is essential to Major Retail success.
How do you know if you are on the right track with packaging your product?
The following are three great questions to think about when preparing your product for Major Retail success:
1. Does your packaging convey a clear message of what the product is or does?
If you pick up your product in it's packaging and don't immediantly know what it is, then you know you have a problem. Always make sure that your message is clearly conveyed on your packaging. The truth is that people usually decide within a few seconds as to whether they want to buy your product or not. So it is imperative that you create a clear visual experience for the customer as to what the product is and how it can help them.
2. Is the packaging attractive? Does it make the consumer want to buy now?
You might think that you have the most fabulous packaging, but if no one else agrees, then you know you have a problem. Your packaging must be attractive, concise and enticing. How do you know that you are on the right track? Ask people!! Ask your friends, family, collegues, people on the street...ask anyone who will give you an honest answer. Tell them you need the truth, not a compliment. You'd be amazed at how brutally honest people can be!
3. Is the package size consistent with the competition?
If you went to a store and saw that your competitor's packaging is 3x smaller than your packaging, then you know you have a problem. Always make sure that your product aligns with how much space a Buyer has to work with. There is a reason why Buyers chose to layout their space in a store! They are allotted a very limited amount of space for their category. So pay attention and be respectful for how much room a buyer has to work with.
Either way, if you are not 100% convinced that you are on the right track with packaging, then get some help! Look for a company or packaging expert that specializes in product packaging for your product type. Working with an experienced packaging expert can save you a tremendous amount of time, money and headache!
And at the end of the day, the more energy and time you spend on packaging the better. So take the time to prepare your packaging and you will be on your way to Major Retail success!
Karen Waksman (Product for Profit,) is a Manufacturer’s Rep turned Author, Speaker and Consultant. She has written a step-by-step guide called ‘How To Sell Your Product, Invention or Craft to Major Retailers…No Sales Experience or Existing Buyer Relationships Required!’