Dr. Hurley on How Packaging is the Search Engine Optimization (SEO) of Retail: Packaging World
Our Founder, Dr. Andrew Hurley, recently wrote for Packaging World in an article titled "Packaging is the Search Engine Optimization of Retail"—highlighting how packaging is the "last line of defense" to make an impression on consumers at the point of purchase and calling brands to optimize packaging for the "search engine of retail."
Dr. Hurley stated:
"SEO stands for search engine optimization. The term is widely used among internet marketers as they continuously improve and optimize their online content. But the same principles can be applied to packaging. When you think about the package at retail, it communicates your brand and product to the consumer at the First Moment of Truth."
"The First Moment of Truth . . .
70% of decisions are made in the store
28% of shoppers with a plan still leave brand decision to the store environment
10% of shoppers will switch brands in the store
20% of shoppers buy impulsively in categories they had no intention in purchasing in"
"We have conducted dozens of research studies on the effects of physical product disclosure, and the results overwhelmingly demonstrate that viewable products sell. Consumers purchase packages that show the product inside more frequently than the same packaging without the benefit of product display. Product visibility is critical for package optimization in the retail store."
Read the full article here: https://www.packworld.com/home/article/13371035/packaging-is-the-search-engine-optimization-of-retail
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