Dr. Hurley on Why Packaging is the Search Engine Optimization (SEO) of Retail: Packaging World
Dr. Andrew Hurley, our Founder and Chief Learning Officer, recently wrote for Packaging World in an article titled "Packaging is the Search Engine Optimization 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 will buy impulsively in categories they had no intention 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 on how packaging is similar to search engine optimization (SEO) in retail settings here!
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