Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions, but knowing how shoppers want to receive products is also a critical piece of the story. For example, shoppers are constantly gathering information when it comes to food and beverage packaging and with the rise of smartphones, shoppers are becoming curious about how they can use their phones to get more value out of packaging.
According to a new study, “Packaging and the Digital Shopper: Meeting Expectations in Food & Beverage,” from Danaher Product Identification companies, Pantone, Esko, X-Rite and AVT, 37 percent of shoppers have taken a photo with their smartphone in-store to search for more information on a product. Twenty-eight percent of shoppers use the bar code to look up calories, points or other information and 16 percent of shoppers have used packaging with an augmented reality app. Shoppers’ digital behavior, both in-store and online, are influenced heavily by packaging.