“Online shopping will mean the end of packaging as we know it!� Overall, we found that packaging plays a very important role in the web-based shopping experience, albeit in ways that vary somewhat from the brick-and-mortar
For online shoppers, searches instead lead to a myriad of individual items to consider. And to simplify the process, we saw that they initially rely on packaging
world.
PTHNLZ MVY IYHUK PKLU[PĂ„JH[PVU HUK WYVK\J[ JVUĂ„YTHtion.
Across categories, one important dynamic of the online shopping experience is the initial search. Certainly, search processes can vary based on the site (for example, a general search engine such as Google, as opposed to particular retailer or manufacturer such as CVS.com or Bliss.com) or the shopperâ&#x20AC;&#x2122;s intent (a misZPVU [V Ă&#x201E;UK H WHY[PJ\SHY [`WL VM WYVK\J[ HZ VWWVZLK to browsing for whatâ&#x20AC;&#x2122;s new or on sale). But in nearly all cases, the package is a vital tool in performing the â&#x20AC;&#x153;de-selectionâ&#x20AC;? process, once the online shopper has conducted a search and arrived at the category of interest. In fact, the package may be more critical VUSPUL ILJH\ZL [OLYLÂťZ H TVYL SL]LS WSH`PUN Ă&#x201E;LSK [OHU in physical stores: Both big and small brands are typiJHSS` YLWYLZLU[LK I` VUL :2< HUK SHYNLY IYHUKZ Ă&#x201E;UK it harder to create â&#x20AC;&#x153;billboardsâ&#x20AC;? that dominate shoppersâ&#x20AC;&#x2122; H[[LU[PVU HUK ILJVTL ZLSM M\SĂ&#x201E;SSPUN PU THPU[HPUPUN [OLPY category leadership.
Regarding the latter, we found that web shoppers VM[LU MV\UK P[ KPMĂ&#x201E;J\S[ [V Ă&#x201E;UK H WHY[PJ\SHY ]HYPHU[ ^P[OPU a line (e.g., form, formulation, scent, etc.), because they saw only one SKU at a time with other variants scattered among single SKUs of other brands. In fact, ZVTL ZOVWWLYZ ZPTWS` W\YJOHZLK [OL Ă&#x201E;YZ[ ]HYPHU[ [OL` encountered, without realizing it wasnâ&#x20AC;&#x2122;t their usual variety. Later, once they have formed a smaller consideration set, the package also plays a central role in: Â&#x2039; Â&#x2039; Â&#x2039;
-LH[\YL HUK ILULĂ&#x201E;[ JVTT\UPJH[PVU Product/brand comparisons (often across screens or web sites) *VUĂ&#x201E;YTH[PVU VM JVYYLJ[ WYVK\J[ ZLSLJ[PVU PU the shopping cart, prior to purchase)