How to improve the customer’s experience with white label packaging

When preparing a business plan to launch a product, a company’s marketing department must consider many different aspects in order to make the best choices for that particular market.

Launching a product on a complex market like large retail chains requires a long-term marketing strategy that considers not only cost variables but also customer experience.

One way to create loyal customers and acquire new market shares is to develop the concept of differentiation both in terms of marketing (packaging) and improving the potential customer’s experience.
Sometimes differentiation and a product that stands out from those of other competitors, is the strongest lever for the consumer to make a purchase. Every detail is important, as every detail increases the chances of success of a brand or a specific product.

In this case white label can be a winner. To challenge a product with a strong following you have to give your potential customer something that’s immediately perceivable and recognisable. And to meet this challenge, what could be better than the best possible packaging?

The importance of packaging: some practical examples

As well as the aesthetic qualities, the functional character, being practical to use and long-lasting are features that have always been the trademark of Tacom products, things that have always been part of the company’s philosophy in the production of packaging for large retail chains.

Let’s consider a potential customer who needs to buy table salt or sugar. Looking at the choice of products on the supermarket shelves, a range of different salt or sugar products, which will they choose? What will be the spark that triggers the decision to buy one or another?

They’ll probably remember the times they tried to open a box of salt and had to break it open (spilling the salt all over the place) because perforations on the edges aren’t practical or easy to open. So? The pack remains partially open and the salt (or sugar) gets just a bit damp and this starts to affect the organoleptic qualities.

So why not choose a brand of salt, the one right there on the shelf, that has an easy and practical dosing spout “that certainly won’t waste my time and make me lose my patience, and won’t spill or waste so much as a grain?

Sure, it costs a bit more, but that’s nothing compared to the time I’ll be saving? And the pack looks great too!”

One excellent example with food products is that, thanks to the dosing spout, the final consumer will have a better experience as they can pour the product more precisely without spilling it.

How can product packaging influence consumer choices?

TNS Infratest* studied the added value of packaging with a dosing spout, and whether or not it has a positive influence on propensity to consume.
The participants were 85% women and 15% men, aged 24 to 65.
The purpose of the study was to see what people thought of the spout in terms of being easy to use and practical, and how justifiable a noticeably higher price was compared to that of a competitor who didn’t add the dosing spout to their packaging.

The results for the packaging with a dosing spout were positive:

• 81.7% of the people interviewed really liked using the spout to open the pack, while only 17.5% preferred opening the pack without a spout;
• when making the purchase, 90% of the study participants said they would purchase the packaging with the spout;
• 72.5% said they would be willing to spend more for a product that had a dosing spout in the packaging. (The average price supplement for "salted food", is estimated to be 23 - 24%);
• opening a box with a spout was considered more user friendly, guaranteeing better product dosing;
• 91.7% of the people interviewed really appreciated the fact that the pack could be closed again perfectly every time it was used, keeping the product fresh.