Overcoming ‘Buyer Boredom’ in the Detached Consumer
Too many choices confuse consumers, building resentment.
Why do consumer packaged goods marketers rely on line extensions rather than offering enticing new products? Suffice it to say that line extensions are relatively inexpensive to make and promote.
On one level, consumers see through this. On another, their eyes just glaze over.
This dynamic is compounded by marketers’ recent bias toward in-store promotion rather than brand-building through advertising. This puts more responsibility on packaging to sell at the point of sale. It also teaches consumers to buy on price.
We present three directions worth considering. Each capitalizes on where the consumer is going (and not going) these days.
If you manage a brand in an increasingly low-priority, low-involvement category, change how consumers perceive your brand. Think about ways to infuse a touch of luxury, indulgence or “specialness” into the experience of using your product.
Consider texture, scent and shape as tools to engage consumers.
The authors, Ken Miller and Jim Warner, are the Managing Partners at One80 Design, New York City, a package structure innovation and design firm. Contact them at 212.268.1801 or firstname.lastname@example.org or email@example.com