When packaging brings value
In part three of Time Travel with Packaging, we explore how promotional offers on packs can make consumers feel valued.
Who doesn’t love a good deal? Getting value for their hard-earned money is a priority for most people, especially when it comes to everyday purchases. How people find these deals, however, varies widely depending on their location, demographics, and financial status - from coupon culture in North America to discount flyers in Europe and from in-store promotions to app notifications. And while some consumers actively seek out deals, others are interested after they stumble on an offer. Irrespective of how they end up on the offer, extra value has proved to be a tried-and-tested way of engaging consumers.
We have already looked at how manufacturers have been engaging with their target groups by making packs a fun element. How else have brands used packs to bond with their audiences over time? And how do such promotions make consumers feel valued?
Discounts and contests
Discounts matter, especially when inflation is high or when consumers want to make a big purchase. No wonder we have seen on-pack coupons for everything from product discounts to big ticket items, even holidays. Another popular way of engaging has been contests or raffles where a select few win exciting prizes. This spurs a feel-good factor driving up engagement and even sales as seen in the cases of Languiru and Fanta.
Loyalty programmes and freebies
On-pack promotions are an excellent way to build loyalty. The iconic My Coke Rewards promo ran for more than 10 years, and people still rue its discontinuation. Freebies, big and small, are always appreciated by consumers as demonstrated by the age-old offer of free amusement park visits – a popular offer through the decades, working its way across the world on everything from milk cartons to cereal boxes.
Coupons to QR codes
Product packaging is an unrivalled medium for ongoing engagement. And though on-pack promotions have been popular for ages, the process of delivering these offers and deal is evolving with technology. From cut-out coupons that need to be presented physically at a store to printed codes that must be entered on a website, to the more recent flurry of QR codes – manufacturers are finding new ways to connect better.
A little extra goes a long way
Promotions that support consumers practically help foster an emotional bond often leading to brand advocacy. For manufacturers, these also present opportunities for understanding their target groups better as new-age consumers are increasingly seeking out personalised discounts and offers based on their shopping habits. Explore how you can connect with your target segment using a voucher, giveaway, or raffle via SIG’s PAC.ENGAGE solution.
As we continue looking at how packaging has evolved over the years, we will explore its role in guiding consumers on how to best use the product inside in the next post. Don’t miss it – subscribe to SIGnals Update, our exclusive bi-weekly newsletter.
- June 30, 2022