In today’s increasingly competitive product landscape, the relationship between brand elevation and point-of-sale (POS) packaging has become increasingly intertwined.
POS packaging doesn’t just protect a product; it creates a compelling experience that resonates with consumers, strengthens brand loyalty and drives sales acquisition.
It’s therefore time to explore how POS packaging and brand elevation must come together to make a compelling argument in the eye of the consumer.
Brand elevation is the process of enhancing a brand’s perceived value, making it more attractive and memorable in the mind of a consumer. Achieving this involves building a strong brand identity, creating positive associations and ensuring consistency across all marketing channels.
An elevated brand stands out in a crowded marketplace – commanding respect, attention and loyalty. For example, as a consumer, there will undoubtedly be a time where you have purchased a product simply because it looks good or you have read glowing reviews about it. Products will always struggle to sell if they are unappealing or have a poor reputation.
POS packaging serves two primary purposes. The first is to protect products on display or in transit, while the second is to provide a platform for consumer interaction with a product in a retail environment. POS packaging, which often includes free-standing display units (FSDUs) and countertop display units (CDUs), is integral to a consumer’s initial physical experience with a brand, making it an important step in the broader brand experience.
CDUs usually ship with products inside, so protection at an early stage becomes crucial. Regardless of whether it’s an FSDU or CDU, a brand’s presence is vital to ensure that the packaging stands out at the end of an aisle or at tills. Effective POS packaging should not only protect but also communicate a brand’s values, quality and identity while clearly showcasing the products held within in the most attractive way possible.
While aesthetics are a critical component to successful POS packaging, brands must also be mindful of the materials they select. Taking it back to brand values, consumer’s increasingly shop with brands that align with their own personal values – so getting it right when it comes to selecting the right packaging material should be high on any business agenda.
Recyclable and biodegradable packaging speaks to environmentally conscious shoppers – reinforcing a brand’s commitment to sustainable operating practices and achieving brand elevation in the eyes of that specific audience persona.
Our team has a proven track record for designing on-trend and sustainable corrugated POS packaging. Only by being mindful of both design and the environment, can brands elevate themselves to a point where consumers feel compelled to purchase their products above all others.
Throughout the past 150 years, our team has developed an enviable reputation for successfully elevating brands through bespoke corrugated packaging. Our solutions are proven to drive brand visibility and customer engagement, with over 97% of our projects bespoke in their design. Irrespective of the product, our in-house CAD designers have the creativity to match.
To elevate your point-of-sale packaging and make sure your brand is recognised for all the right reasons, get in touch with our team.
