Sparkling performance in all channels

This article originally appeared in “Neue Verpackung“ – the full text is available to download in German

 Product presentation offers strong emotional depths in omnichannel

Retail faces profound structural changes due to customers' new shopping habits: offline and online need to work together to create a consistent experience and impression. Otherwise bricks and mortar retailers risk losing out to e-commerce competitors.

Added value makes the difference

The big shopping chains have recognised the opportunities offered by omnichannel and taken the first steps. For example, if a shirt is unavailable in the desired colour in the shop, many businesses now offer to order the correct item then and there and have it delivered to the customer's home. In the same way, online availability notices for in-store products are becoming more and more common. The result is more satisfied customers and more sales.

Versatility required

The powerful combination of online and offline has wide-reaching effects on the overall supply cycle of displays and packaging

— Anja Röhrle, Marketing Manager

“They need to be as small as possible in volume and process-optimised for storage, transport and handling – this is the only economic way to tackle the growing variety of packaging formats,” she reports. Just as necessary is reliability and convenience when making returns. “Above all, packaging must be stress- and frustration-free and ideally create an unboxing experience.”

Point of Sale goes digital

Displays with integrated beacons send shoppers attractive offers and hints on their smartphones which are precisely tailored for them. Packaging with QR codes and impressed electronics provide just as much information about the product as the online channels with details on allergens, product origins, or a virtual buying adviser to name just a few.

Virtual reality opens up new shopping worlds

One area of enormous potential, according to the Marketing Manager, is virtual reality glasses. These allow brand manufacturers to immerse consumers in real time in new, virtual brand-related and shopping worlds, and thus generate authentic experiences.

Video and online games

The integration of video or online games such as Pokemon Go in the classic product presentation can also create competitive advantage and affords consumers a unique shopping experience. “Anything goes, if it increases the frequency and duration, the quality of consumers' visits to stationary shops and of course this way increases sales,” is Röhrle's conclusion.

Digitalisation is opening up the most diverse opportunities. The crucial thing is to precisely tailor efforts to the brand, product and target group.