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Week 1So, how exactly do products get from the store shelf to the checkout?  Understanding the steps of what happens when a consumer enters the store until they reach the check out may help you to sell more product.

Over the next four weeks, I am going to break down the four steps that the average consumer takes before they make their purchase.  With every consumer there is a sequence of events that takes place before a purchase is made.  Understanding what they are and how to capitalize on them will be key if you want to sell more product.

To Clarify
There are three types of purchases: impulse, wants and needs, and predetermined.  I will be covering these later in future posts, but for now we are talking about purchases that may be impulse or wants and needs.

Week 1: Step 1 – Scanning:

The first thing consumers do when they look for product is scan.  They stand in front of the available products and their eyes scan across all of the choices they have.

During the scanning step, the consumer has an idea of what they are looking for.  The consumers eyes scan until the attention of the consumer is attracted to one product.  Unless you can get the attention of the consumer, you will most likely miss the sale.

To help get your product discovered, you must…

  • Design packaging in a way that demands the attention from the consumer and that can be easily spotted or recognized.
  • Create features in your packaging that are unique.
  • Add interactive features that draw the consumer to pick up the packaging to further inspect the product.
  • Have a clean and clear message that relates to the consumer.

The reality is, if the consumer doesn’t notice your product, they won’t be able to buy it.  Uniqueness and creativeness need to drive your packaging design.  When a consumer sees something that is new or different from what they expect to find, their attention is captured.

When consumers scan, the packaging design needs to be the connection to help them discover your product.  Creating a packaging design that helps the consumer to find your product is the first step in getting your product to the check out.  Stay tuned for Week 2: Pricing.

Don’t miss a week! To get the next post in this series sent directly to your email, subscribe at, www.brianjpankratz.com.

To learn more on packaging your product so that it can be found, contact Brian Pankratz, bpankratz@displaypack.com.