Packaging: The Key to Success in a Competitive Market
Sales Packaging: The First Point of Contact Sales packaging plays a crucial role in brand building, customer loyalty, and increasing sales. This element, in direct contact with the final consumer, speeds up the purchasing decision process and provides valuable guidance at the point of sale. Beyond physical protection, packaging design reflects the brand's values and creates significant added value. Moreover, cardboard packaging, with over 80% recyclability, is an environmentally friendly option.
Three Layers of Product Protection and Presentation:
From Store to Final Destination
- Sales Packaging: This primary layer serves a dual role of protecting and promoting goods in the retail environment. It accounts for a significant portion of total packaging volume and includes various functional packaging types like carry bags and bread bags.
- Outer Packaging: As the middle layer, this type of packaging consolidates several units of sales packaging into a larger set, greatly facilitating storage, transportation, and distribution processes.
- Transport Packaging: The final layer designed to enhance product safety during transit, ensuring the product reaches its final destination in optimal condition.
These three packaging layers work together to form a comprehensive system of protection and presentation, guaranteeing product quality and appeal from production to the consumer's hands.
How to Increase Customer Purchase Intent with the Right Packaging
Packaging that emphasizes quality and differentiates brands from competitors adds value. It helps consumers in their purchasing decisions and highlights the value of the products. Higher quality packaging increases customers' willingness to accept the price.
Transparent Windows in Packaging
Facilitate the purchasing decision process. Consumers prefer to see the product as much as possible. Therefore, packaging with windows or open designs enhances purchase motivation by providing a view of the product. This type of design maintains optimal product protection while allowing partial to full visibility.
Primary Manufacturer or Distributor: The Principal Responsible for Packaging
According to laws and customs, the manufacturer is recognized as the first supplier of packaging in the distribution chain. This includes filling the packaging with goods or products and importing pre-filled packaging from abroad, which then reaches the final consumer in various forms.
Final Consumer: The Last Link in the Distribution Chain
The final consumer is the party that no longer sells the goods. According to Iranian packaging law, this group includes not only ordinary individuals but also places such as restaurants, hotels, offices, hospitals, educational and cultural institutions, as well as businesses that dispose of their waste using household collection containers up to 1100 liters.
What packaging do I have to license?
Sales packaging is packaging that is ‘offered to the end consumer as a sales unit comprising goods and packaging’
Mail order packaging is also considered to be sales packaging if it is sent filled to the end consumer. It must be licensed by the initial distributor (in this case the mail order and Internet trading company, for example).
Outer packaging contains a certain number of sales units and is typically offered to the end consumer together with the sales units or serves to stock the sales shelves. Outer packagings subject to licensing are, for example, multi-piece packagings (cardboard carriers for six-packs), as they typically accrue to the private end consumer. In contrast, product displays, for example, are not secondary packaging subject to licensing because they are not typically used by private end consumers. The latter also applies to shelf-ready packaging. However, with the extended manufacturer's obligation, such non-licensable secondary packaging is now also subject to registration.
Service packaging includes packaging that is filled as soon as the products are purchased and that is absolutely essential for transporting the goods. This includes the likes of bakery bags, fast food packaging and pizza boxes. Here, too, there is a licensing obligation that can be transferred to the manufacturer of the service packaging or the pre-distributors (paper wholesalers). However, initial distributors of service packaging must also register in the LUCID packaging register if they have fully delegated their obligations to a pre-supplier.
All packaging that is used between companies/traders (i.e. does not accumulate on private end consumers’ premises) is considered to be commercial sales packaging or transport packaging and is not subject to licensing. However, there is a registration obligation for
Packaging – your super seller – or: How to turn your product into an attention-grabber
Complementary Services: Key to Increasing Customer Price Acceptance
Advanced printing techniques and complementary services create significant added value. These services, emphasizing quality, distinguish brands from competitors. They help consumers:
- Better recognize brands at the point of sale.
- Make more informed purchasing decisions.
- Understand the real value of the product.
Key Point: The higher the quality of the packaging, the more customers will be willing to accept the product price.
Clear Product Display
Customers at the point of sale prefer to see the product before purchasing. Therefore, the trend towards open or transparent packaging has increased. Windowed boxes offer unique advantages:
- Better product display compared to other types of packaging.
- Encourage purchase through direct view of the product.
- Maintain optimal product protection.
This type of packaging, by balancing product display and protection, simplifies the purchasing decision process for customers.
طراحی بسته بندی از اصلی ترین فاکتورهای موفقیت است – هم اکنون اطلاع رسانی کنید.
Striking Packaging: The Magic of Drawing Attention
A smart combination of light and color is an ideal way to highlight valuable products. Nowadays, a wide range of innovative techniques is available, such as:
- Playing with light that only takes a few seconds.
- Flashing effects when opening the package that grabs the buyer's attention.
These techniques give your packaging a unique charm, distinguishing it among a sea of products.
Green Packaging: A Growing Trend in the Industry
Consumers' awareness of environmental issues has significantly influenced their purchasing preferences:
- 75% of consumers say the environmental impact of packaging affects their purchasing decisions.
- Over 50% believe cardboard is the friendliest and most recyclable packaging material.
- 77% of consumers are willing to pay more for greener packaging.
- More than half of consumers have already changed their brand due to packaging.
These statistics show that investing in eco-friendly packaging is not only a social responsibility but also a smart business strategy.
