When the economy nosedived,the price of grocery items rocketed, and consumers had reason to be frightened. They became more wary of their spending habits and budgets, resulting in a more resourceful approach to spending. We began to see the rise of a new type of consumer: The Bulk Buyer. The Bulk Buyer is one that typically purchases larger quantities of goods at a time even though it is a larger initial investment, as it allows them to actually save in the long run.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading supplier of innovative on-pack devices, says: “Studies have shown that consumers are now shopping for FMCG items less frequently as a result of increasing price pressure, and that many have turned towardsbulk sizesdue to budget constraints.”As a result of this trend, Pyrotec PackMedia, has released its latest offering: the Do-It Carry Handle. Lifting and carrying bulky purchases is made simpler with these innovative carry handlesthat allow for convenient handling of goods.

Do-It Carry Handles are strong, durable and easy-to-use.  Constructed from a heavyweight substrate and using ultra-strong HangTite™ 203 adhesive, the handles are easily bonded to most packaging surfaces.

The Carry Handles are also available in a strap version, allowing consumers to easily handle multipacks. The Do-It Carry Handle Strap is supplied in roll-form and can be applied automatically to multipacks. Carry Handle Straps are able to be printed with brand and promotional information which helps to attract the attention of consumers.The Carry Handles and Carry Handle Straps can hold anything from two to 22 kilograms depending on the size of the handle or strap.

“The volatile economy saw many adopt this bulk-purchasing trend, as large quantities at reduced prices became more viable and practical for most consumers. This latest offering from Do-It allows brand owners to make the lives of their customers that much easier when they are shopping for bulky items,” concludes Beattie.

When the economy nosedived,the price of grocery items rocketed, and consumers had reason to be frightened. They became more wary of their spending habits and budgets, resulting in a more resourceful approach to spending. We began to see the rise of a new type of consumer: The Bulk Buyer. The Bulk Buyer is one that typically purchases larger quantities of goods at a time even though it is a larger initial investment, as it allows them to actually save in the long run.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading supplier of innovative on-pack devices, says: “Studies have shown that consumers are now shopping for FMCG items less frequently as a result of increasing price pressure, and that many have turned towardsbulk sizesdue to budget constraints.”As a result of this trend, Pyrotec PackMedia, has released its latest offering: the Do-It Carry Handle. Lifting and carrying bulky purchases is made simpler with these innovative carry handlesthat allow for convenient handling of goods.

Do-It Carry Handles are strong, durable and easy-to-use.  Constructed from a heavyweight substrate and using ultra-strong HangTite™ 203 adhesive, the handles are easily bonded to most packaging surfaces.

The Carry Handles are also available in a strap version, allowing consumers to easily handle multipacks. The Do-It Carry Handle Strap is supplied in roll-form and can be applied automatically to multipacks. Carry Handle Straps are able to be printed with brand and promotional information which helps to attract the attention of consumers.The Carry Handles and Carry Handle Straps can hold anything from two to 22 kilograms depending on the size of the handle or strap.

“The volatile economy saw many adopt this bulk-purchasing trend, as large quantities at reduced prices became more viable and practical for most consumers. This latest offering from Do-It allows brand owners to make the lives of their customers that much easier when they are shopping for bulky items,” concludes Beattie.

When the economy nosedived,the price of grocery items rocketed, and consumers had reason to be frightened. They became more wary of their spending habits and budgets, resulting in a more resourceful approach to spending. We began to see the rise of a new type of consumer: The Bulk Buyer. The Bulk Buyer is one that typically purchases larger quantities of goods at a time even though it is a larger initial investment, as it allows them to actually save in the long run.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading supplier of innovative on-pack devices, says: “Studies have shown that consumers are now shopping for FMCG items less frequently as a result of increasing price pressure, and that many have turned towardsbulk sizesdue to budget constraints.”As a result of this trend, Pyrotec PackMedia, has released its latest offering: the Do-It Carry Handle. Lifting and carrying bulky purchases is made simpler with these innovative carry handlesthat allow for convenient handling of goods.

Do-It Carry Handles are strong, durable and easy-to-use.  Constructed from a heavyweight substrate and using ultra-strong HangTite™ 203 adhesive, the handles are easily bonded to most packaging surfaces.

The Carry Handles are also available in a strap version, allowing consumers to easily handle multipacks. The Do-It Carry Handle Strap is supplied in roll-form and can be applied automatically to multipacks. Carry Handle Straps are able to be printed with brand and promotional information which helps to attract the attention of consumers.The Carry Handles and Carry Handle Straps can hold anything from two to 22 kilograms depending on the size of the handle or strap.

“The volatile economy saw many adopt this bulk-purchasing trend, as large quantities at reduced prices became more viable and practical for most consumers. This latest offering from Do-It allows brand owners to make the lives of their customers that much easier when they are shopping for bulky items,” concludes Beattie.

For the ‘old-school’ marketers, this often elicits the same response as all the other tools that we must include in our strategy, such as Facebook, or Twitter – which is; “Sighhhhhhh…something else I should pay attention to but I am not really au fait with what it entails, so let’s leave it for tomorrow.” And thus it gets pushed to the back burner.

Yet we know the value in it. Multi-sensory marketing is no passing fad, but rather a clear neurological behavioural pattern. Brands that incorporate multi-sensory elements into their POS marketing – through packaging or on-pack devices – send signals that the brain converts into buying impulses. Research conducted in Europe has recently revealed that when it comes to consumers’ purchasing decisions, sight is not the only sense that has a say. For instance, if the smell of a product (or its packaging) is appealing, it has been shown to increase sales by up to 45%. The study also cited sound (41%), taste (31%) and touch (25%) as strong factors that can influence sales. Furthermore, when consumers recall multiple sensory impressions that a product has conveyed (such as sight, touch and smell), product loyalty is estimated to be at around 60%. If only one sensory impression is conveyed (such as sight), consumer loyalty decreases to around 30%.

 One of the most talked-about developments has been the creation of beer bottle labels that indicate when the beer’s temperature is just right. Castle Lite kicked off this trend locally with its Thermotech label, which incorporates a temperature indicator in its design. When the beer is perfectly chilled, a blue snowflake appears on the label.

Or what about that famous Chanel N°5 sound? The package of Miss Monroe’s preferred bedroom attire not only looks and smells expensive, it sounds expensive too. When the package is opened, a magnetic mechanism produces a heavy, luxurious suction sound. You can literally smell the money.

Wine farms have cottoned onto this, which is why many of them are still opting for old-fashioned cork closures. While winemakers may argue that corks allow for optimal maturation, for the greater wine-drinking population the reason for our preference is much more superficial: the anticipation we feel when we hear the sound of a cork slowly eased from a bottleneck, culminating in a satisfying ‘pop’.

Although we may associate these sensory features with premium goods, the truth is that they can have a strong lure for commodities too. In a saturated FMCG market where over 70% of purchasing decisions are made in-store, the only thing that may put your product above another is the appeal of its packaging. Another interesting fact that research has established is that when we feel the texture of an object, the process actually resets our thought patterns, forcing our mind to focus. Think of toothpaste, for example. A textured box, overlaid with shiny, holographic bits, is so much more alluring than a plain ol’ white box with a couple of minty-looking stripes.

 Rather than viewing sensory marketing as yet another tool which needs to be adopted, brands need to focus on the overall experience they offer consumers across the various contact points. What is the user experience online? And in-store? How can I separate myself from my competition? It is critical that we bring the entire brand experience to life instead of relying on tried-and-tested – and tired – methods. So, as an element of the greater brand experience that we offer customers, sensory marketing definitely makes scents.

• There are a number of on-pack devices which can offer a quick and affordable way to breathe new life into your brand. Pyrotec PackMedia is the supplier of a range of multi-sensory on-pack devices: the special features ElastiTag® range can be used for labelling, branding and marketing a wide variety of products from produce to cosmetics. This innovative range incorporates multi-sensory elements in its scented, textured and optimised graphic options.

• Listen to your customer. Simple things that make people’s lives a little easier are always a big hit. For example, when Heinz released its Dip & Squeeze ketchup package, its sales soared. The new design enabled consumers to access the condiment in two ways: the top of the packaging can be peeled back for dunking or the end can be torn off for squeezing onto food. This innovative product won an international DuPont Award for “capturing the spirit of innovation to resolve consumer challenges”.

• Sensory marketing is not limited to product packaging only. There are hotels famous for their uniquely-scented rooms; a tactic also employed by car dealerships. Customer experience is key.

Research conducted in Europe has recently revealed that when it comes to consumers’ purchasing decisions, sight is not the only sense that has a say. For instance, if the smell of a product (or its packaging) is appealing, it can increase sales by up to 45%. The study also cited sound (41%), taste (31%) and touch (25%) as strong factors that can influence sales. In other words, the more the senses are engaged at that critical point of purchase, the better it is for your bottom line.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading provider of innovative on-pack solutions, says: “Brands that incorporate multi-sensory elements into their POS marketing – through packaging or on-pack devices – send signals that the brain converts into buying impulses. When consumers recall multiple sensory impressions that a product has conveyed (such as sight, touch and smell), product loyalty is estimated to be at around 60%. If only one sensory impression is conveyed (such as sight), consumer loyalty decreases to 30%.”

Pyrotec PackMedia offers multi-sensory on-pack devices to increase customer engagement through their special features ElastiTag® range. ElastiTag® is a range of elasticised hang tags that can be used for labelling, branding and marketing a wide variety of products from produce to cosmetics.

Brands are able to add a Rub ’n Smell® scent to their ElastiTag®, which gives consumers the opportunity to test the scent of the product without having to open the package. There is also the option to add tactile varnish to the ElastiTag®, which creates a unique visual impact and adds texture to the tag. Competitions can also be incentivised with a Scratch-Off ElastiTag®, which consists of a scratch-off tape placed over variable codes on the hang tag, adding a fun element to your on-pack promotion.

Special Effects ElastiTag® incorporates a new coating process that creates tiny prisms which reflect light, adding shimmer and thus attracting attention on shelves packed with similar products. Another option for brands that want their products to stand out is a UV Flexo ElastiTag®, which makes use of high-definition UV inks for a brighter, sharper graphic effect.

“Multi-sensory features use touch, taste, smell, sight and sound to make brands appealing and to influence buying decisions. An innovative on-pack device that includes these features, such as the ElastiTag® special features range, is a quick, affordable and appealing way to communicate with your audience by catching and retaining their interest,” concludes Beattie.

“There are several important factors to consider in terms of ensuring your products are getting noticed in stores,” says Timothy Beattie, Pyrotec PackMedia’s General Manager. “These Ten Commandments will assist you in giving your brand the best possible chance of success in terms of attracting the attention of your target audience.”

Ten Commandments of promoting your products in store: • Thou shalt cater for the impulse buyer

With research revealing that over 70% of purchasing decisions are made in store, marketers should not forget the impulse shopper. Exploit this by strategically placing your products near to check-out points. Pyrotec’s range of Do-It HangTabs and Display Strips are a useful tool to attractively display your products at points of purchase.

Image from: www.theoatmeal.com                                                                                                              Read the whole comic here.

• Thou shalt ensure that your products are placed in a good location

Prime locations are the middle “eye-zone” areas, as research shows that more than half of shoppers’ viewing time is spent on these locations. Products displayed on the top or bottom shelves may only be seen by about 30 percent of shoppers, and new products have an especially hard time obtaining prime vertical locations. Do-It’s Display Strips ensure that your products are displayed at eye-level.

• Thou shalt consider the time

Retail shoppers now spend significantly less time shopping today than years ago. Some studies have suggested that shoppers spend 55 percent less time shopping than in previous years (90 minutes in 1980 compared to 40 minutes in 2000).Your product has only a few seconds to be seen, noticed, understood, and purchased.

• Thou shalt face your customer

The largest dimension of your product/package needs to face the shopper. The face of the product is the billboard that advertises the product to consumers who pass by.

• Thou shalt ensure clarity of information

Considering that shoppers are spending far less time in store, is your product able to be quickly and easily understood? Long, garbled explanations and packaging that gives no indication of the product housed inside will more often than not lead to the item being overlooked by potential customers.

  • Thou shalt be colourful

Colour not only attracts attention, it can also inspire emotion in your customer. Cool colours like blue, green, and purple are viewed as calming, cool and clean. Warm colours such as red, orange and yellow can create energy and excitement, whilst neutral colours generate feelings of stability, innocence and authority.

• Thou shalt watch your language

Remember the power that words like “Sale”, “Discount”, “New” and “Special” can yield. Make them big and bold and display them where they will be seen!

• Thou shalt make use of on-pack promotions

On-product promotions are a great way to sway an undecided shopper. Coupons and “buy one, get one free” promotions are popular and effective methods of boosting sales. Pyrotec PackMedia supplies a wide range of on-pack devices that are ideal to communicate on-pack promotions.

• Thou shalt have signage

POP signage has been show to increase product sales by up to 33 percent.The top three uses of POP signs are: 1) promote a brand name, 2) communicate a special promotion, and 3) educate consumers.

• Thou shalt not forget the power of sight

While all five senses play a role in the purchasing process, sight remains the most important. Most simply put: products that are well-packaged and visible on the store shelves have a better chance of being purchased. A quick and easy way to ensure your products are visible is by using Do-It’s range of HangTabs and Display Strips.

In the US, 2012 e-commerce sales amounted to 289 billion dollars and the largest share of the revenue (186.2 billion) was generated by retail shopping websites. Some forecasts reckon that the US e-commerce market will be worth 361.9 billion by 2016.

A survey by Nielson in March 2010 polled over 27 000 internet users from across the world. It asked online consumers what they were planning on buying in the next six months. The most popular online purchases were for books (44%); clothing, shoes and accessories (36%); airline tickets and reservations (32%); electronic equipment (27%); tours and hotel reservations (26%) and cosmetics and nutrition supplies (22%). People are even starting to do their grocery shopping online.

With this in mind, manufacturers of consumer goods have to consider how their products look on-shelf and online.

A series of interviews recently conducted by Perception Research Services has revealed some very interesting insights about online consumers of health and beauty products. They found that packaging does play an essential role in online commerce, although it is slightly different from the one it performs in traditional shops.

In the online environment a typical search provides many, many results. Effective packaging is very important to quickly convey brand authenticity and authority. Small brands can also gain an advantage online as they now share equal retail space with much bigger brands that are unable to dominate the commerce site with branding.

When designing your product packaging it is becoming valuable to consider how it will display online. People use packaging to compare value between brands as well as a primary source of feature and benefit communication. Once the product is delivered the packaging continues to have a purpose beyond protection by aiding branding as well as being a source for additional information or product samples.

Based on the results from the study, you should take the following points into consideration when thinking about packaging for the online environment:

1. Make brand recognition easy – design and layout your packaging so that it is eye-catching, memorable and displays well in the online environment.
2. Make sure the copy relating to your brand is simple and quickly communicates essential information.
3. Choose whether your primary or secondary packaging is more important to shoppers and display accordingly.
4. Make high-resolution images of your products easily available to resellers and agents so that it looks good online.

It’s essential that patients take their medication in the correct dosages, and for the exact duration specified by the doctor or healthcare provider. Non-compliance with the medical guidelines is a leading cause of relapse amongst patients.

One of the two ways of insuring patient compliance is through information delivery. Patients are more inclined to follow through on an entire course of medication if they have easy access to information about the medication. It also provides support if the medication has been taken incorrectly.

The common solution for medication information has been to use insertable leaflet labels. However, this can be easily lost or misplaced. People often ignore a lose leaflet-label altogether. Another solution is to shrink down the typography on the on-pack label; but, this can make it difficult to read and also easy to ignore.

Fix-a-Form® provides the perfect solution for pharmaceutical labelling as it can contain a large amount of information without resorting to small typography. As an on-pack leaflet-label there is no chance for the patient to lose the medication information.

Fix-a-Form® uses a concertina or booklet style leaflet-label with an adhesive to rest closely against the surface of the bottle or container. In this way information can be displayed in way that communicates clearly to the patient.

Pyrotec PackMedia is the exclusive holder of the Fix-a-Form® license in South Africa. If you would like to find out more about Fix-a-Form® please feel free to make contact with Pyrotec PackMedia.

You can use this handy guide to get you going; or to just keep as a checklist.

1. Production Quotes

Before you get started make sure you put together a proper production quote. This quote should
include things like; what kinds of inks you plan to use, what kind of materials you are going to use
to produce the label, possibly even colour/press proofs, and if the label would need any post-press
treatments such as a varnish or other elements?

2. Do Something Unusual

Shelf space is extremely crowded and you need to make sure you’re label is going to stand out in the
store. Whether you are designing for an established brand or a new product don’t be afraid to put
together something eye catching.

3. Think about the Environment

There has been a huge growth of awareness amongst consumers about using ecologically sensitive
packaging materials. Try to consider this range of materials when designing your label. It can also be an
element to promote in the label design.

4. Interaction

Packaging and labels can be extremely interactive for consumers. These products are going to be picked
up and looked at by the consumer. You should always consider the tactile interaction that a consumer is
going to have with the product. This is especially important when designing labels for promotions. You
can use an interactive or flip style label to engage people.

5. Get Creative with Bar Codes, batch Numbers and other elements

There are certain elements that labels legally have to include, but that doesn’t mean they have to
be boring. Many designers have found creative and exciting ways to incorporate a barcode as part
of a stunning label design. Think about how you might use these elements in a way that integrates
seamlessly with the rest of the label.

6. Working with Bottles and Curved Surfaces

Labels and packaging on curved surfaces present very different viewpoints to the consumer. Something
that looks good in the design phase can become warped when presented on a mock-up. Take
into account how the design is going to curve around a bottle or can. Get a print guide from the
manufacturer so that you can use accurate measurements to map your layout.

7. Do Many Mock-ups

Do mock-ups often and as many times as you can. There is a huge difference between seeing a flat
image and a design as it will be presented to the consumer. This is the best way to work out small design
kinks and get everybody on the same page.

8. Keep it Simple

If you look at most in store label designs and packaging you are going to find products crammed
with information and graphics. There has been a strong move towards simplicity in packaging and
label design. A simple design can be more effective in connecting a brand with consumers as well as
promoting quick brand recognition.

When setting up or rearranging a production line you want to get things going as quickly as possible. There are hundreds of moving parts to be concerned about. It can be a great advantage if you can reduce the necessary elements of a production line. Fix-a-Form® is an on-pack promotional and informational leaflet-label that can reduce the amount of packaging machinery needed for a production line. With Fix-a-Form® there is no need for separate PI’s (Product Inserts) to be set up on an inserter as well as bypassing a carton erector. This can also help to reduce packaging costs.

2. Smaller Production lines

It is always important to maximise your production facilities and get the absolute most out of your available manufacturing space. One of the best ways to decrease the size of your production lines is to replace several machines with only one. By utilizing Fix-a-Form® leaflet-labels for your packaging needs you can eliminate carton erectors as well as leaflet inserters. This will not only save direct capex and labour costs, but also free up some valuable production space.

3. Less Inventory

Fix-a-Form® leaflet-labels also reduces the amount of inventory needed for production lines. As you can replace several production elements you can reduce the amount of materials that go into the final product.

4. Faster Application

With Fix-a-Form® leaflet-labels you can add a large amount of information to a very limited on-pack space. These informational and promotional leaflet labels add great value to packaging as well as an increased ability to communicate with the customer. Yet, Fix-a-Form® leaflet-labels can still be applied onto products using standard label application equipment. Applicator’s have been run at speeds of 300 ppm, which significantly outperform inserters and carton erectors.

If you would like to know more about how Fix-a-Form® leaflet-labels could help your production line, please contact us.