Major decisions to change or update a brand’s appearance are often made on the basis of intuition (“It feels outdated.”) or in response to competitive activity (“They changed, so maybe we should also.”). As a result, many packaging changes come too late, after the brand has gone into decline. In other cases, there may be unnecessary redesigns that are based on misguided assumptions about the brand’s current packaging — and that waste resources and risk confusing or alienating the brand’s loyal users.
Package Baseline is an important first step to inform the decision making process when considering packaging redesign for an existing brand, in order to:
In addition, PRS can also conduct a Retail Reality-Check™ in-store audit to provide a visual “snapshot” of how products actually appear to shoppers in store, including documentation of the many packaging, shelving and merchandising challenges that may compromise effectiveness.
This service provides valuable insights at the beginning of the design planning process, by identifying considerations that should be factored into:
Retail Reality-Check™ can further enhance the learning derived from Package Baseline™ by revealing challenges, implications and opportunities for both Shopper Marketing and Packaging.
Contact us today to learn more.