Your packaging is your marketing at the shelf. It must radiate the tonality, demonstrate the experience and shout out all KSPs about the product. Your packaging should be developed in conjunction with the product, created with the core target in mind, and built for both stopping power (impact) and comprehension
SHOPPER: Engage with your merchants (retailers) early and often during the innovation process. Your path to the shelf or the site is determined by the buyer; make them a part of your innovation team, before you have a fixed idea of way forward.
The purchase decision tree differs dramatically by category, by consumer target, by lifecycle of the product. Innovate to find ways to connect along the journey in relevant, personal, memorable ways...to ensure your product ends up in the basket.
Think of the store or website as thousands of little voices screaming for attention, how does your product stand out? And if it doesn't stand out, no matter how amazing the actual product is, realize no one will touch it.
Build your promotional calendar as an inherent part of the launch plan; make it visible to the retailers to work together towards success, capitalize on naturally occurring peak periods and innovate to create new amplifications throughout the year.