Grocery Shopping Online

In just one month three California vineyards have introduced new wine product lines specifically targeted to women. The product offerings are intriguing with names such as “White Lie” and “Mad Housewife” to the latest introduction “Working Girl White.” These wine companies are responding to the message: A wine just for women. Interestingly, all three wines have different product approaches. From clever white lies on the corks, to retro chic on the bottle graphics each has its own unique appeal.

What’s the driver behind this new product offering? Quite simply, it is the demographics. Women either make or influence 85% of the purchasing decision and companies are finally waking up to that fact. Unfortunately, just taking the man off the box and replacing it with a woman isn’t the answer. Nor is it to use pink packaging or other feminine colors.

So what do women really want in their product packaging? What will entice them to pick your product off the shelf? What siren screams “buy me” as she walks down the isle? The answers are not what you might think. Women perceive products differently than their male counterparts. They have different expectations of products. Women say that they product manufactures don’t understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60-70 of all product packaging.

So, how do you get this powerful consumer to connect with your packaging? First, see the product though the woman’s eyes not the designer’s or brand manager’s. In my recent research, product attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience, ease of storage, and female friendly elements such as the size of package and handles for carrying.

Second, consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make a big “stocking up trip” to the store. In fact they make numerous short trips to get the essentials for the moment. Today’s shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time.

Finally, it is imperative to get noticed. How can you grab their attention? Make packaging simple, easy to read, and use. Get rid of the gimmicks and the hype. More than 89% of survey respondents said they would not purchase a product because it was endorsed by a celebrity, and those that did were embarrassed to admit it. Cause marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.

So listen to your female buyers the next time you designee a new product, bond with them on an intrinsic level not through gimmicks or the current “in” celebrity. Make your product easy to read, use and time sensitive. By adhering to these fundamentals you will have garnered her attention.

Got packaging problems? I can help. I teach people how to package
products consumers will buy. I make it easy to answer your
problems with email and voice consultation. Get advice from the
top expert in consumer packaging. Contact the Packaging Diva @
packagingdiva@aol.com

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Have you read anything in the news lately about childhood
obesity, Jose Canseco and steroids, or fat free foods? Where is
the truth in any of that?

If only we lived and shopped in a pure world where labels told
the whole truth and nothing but the truth. But while consumers
rely on labels to make wise nutritional choices, food manufacturers use labels to sell their product. Remember when we used to read the label before making an informed purchase decision.

The two functions of a label — providing accurate information and enticing someone to buy the product — conflict and send mixed messages.One the one hand we read buy me and on the other is this product good for me?

Labels can be misleading, especially if you don’t learn to read between the lines and examine the fine print. today’s labels are very complex with statements that make claims or tout benefits that may not be true.Knowing what the words on the label really mean is a big step in learning to make nutritious and the right choices at the supermarket.

Through the years, the Food and Drug Administration (FDA) has
attempted to make sure that the food products made available to
the American public are safe for consumption. For most, the
likelihood of suffering a food or drug related illness is remote. That was until bio-terrorism threats reared its ugly head.

Yet, for those with specific food allergies or unique health
conditions, proper labeling on products is imperative in order to avoid potentially dangerous situations. The addition of
supplements and additives to food products poses another risk to consumers if it is discovered that the substance in question is harmful. It is therefore extremely important that consumers are made aware of specific dangers associated with food and food products, through accurate labeling, published warnings and their own investigation. Think about all the food products lately that have been recalled due to mislabeling at the manufacturers.

Here are a few popular product statements to consider:

No sugar added or low carb
The FDA has rules about labeling claims that specifically bar the use of “low” such as low-car yet it has not established a
standard for “low” for an ingredient or nutritional element (such as the standard for low fat)… So claims of low-carb on labels right now are actually illegal.

No MSG
MSG is sometimes hidden in food with labels that say “No Added
MSG” and “No MSG.”
Find out more at http://www.truthinlabeling.org/index.html

Got Milk? Well, is it really all its cracked up to be?
The latest claims are touting drinking milk as a way to lose
weight.
See http://www.stoplabelinglies.com/ and decide for yourself.

100% natural! Natural what?
A product label will state: “made with 100% natural ingredients,” or “made with 100% organic ingredients.” The “100%” claim often refers to one or two ingredients, which are “100% natural” or “100% organic” even if other ingredients are synthetic. So the bottom line is what is “natural” when it describes a product?

“Unscented” Yeah right, ever use any of these products?
That unscented product is many times worse that the scented variety. Anyway unscented is a misnomer — it does not mean “without chemical fragrances.” If an item is labeled “unscented,” it may contain a masking fragrance (which is a chemical fragrance designed to “block” the smells of other chemicals in the product) and additional toxic chemicals.

So the question remains — When is a product packaging misleading in its descriptions and are the manufactures deliberately deceptive? No one knows for sure. Let the buyer beware! It’s up to you the consumer to read the labels and make an informed decision as to the true benefits of a packaged product. Remember most products carry an 800 number on the package thatyou can call and ask about the product itself.

Every day a new issue related to packaging such as food security is in the forefront of the news? JoAnn Hines The Packaging Diva knows what business needs to know about packaging.
How has Walmart impacted the packaging industry? (The Diva knows.)
What is the fastest growing consumer segment for product packaging? (The Diva knows.)
Will new products on the horizon change the way we shop and eat? (The Diva knows.)
How can packaging protect us from an act of terrorism? (The Diva knows.)

If you need answers to these questions and many more related to the packaging industry email the PackagingDiva@aol.com

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So many people never think about the package when they develop a product. Packaging should be the first thought in product development — not the last. Without the package, you couldn’t even have a product to sell or ship. After all, the package transports the product from point A to point B, protects it and secures the contents inside.

The product has to be shipped using some method of conveyance - the package. So, no matter what kind of product you develop (whether it be informative, literature or a physical consumer product) the choice of the shipping container or box is just as important as what you put inside it.

Your “package” is the first physical interaction with your customer or potential customer. What it looks like, the material it is made from, and the condition it arrives in all convey a visual image of the contents inside. Remember this connects back to you and the impression of your products or services: Bad packaging-bad products or services.

You can also easily destroy the good impression you have created about your product/services by using “shoddy” packaging. Don’t incorporate packaging into your shipping that looks as if it has seen better days or if it has been used and reused. There are some people out there that tout using any old box to ship a product; but if a good impression counts with your customer, don’t even consider this as an option. There are many inexpensive packaging options that can create a unique look without having to spend a lot. All it requires is a little ingenuity and creativity on your part.

Think about the box in the store that is torn, dented or shows obvious signs of damage. Do you ever buy that product? No way. It sits on the shelf forever and becomes more shopworn as time passes. Your immediate thought-It’s damaged inside.

How many plain brown or white envelopes have you tossed without even looking inside at the contents? Why would someone want to see what’s inside if the outside looks like garbage? Consider when you receive something that is torn, tattered and it is from someone unknown. Your first impression is a negative one. You may just pitch it before even opening it. The amount of things that are thrown away because they are unidentified or uninteresting is staggering. Mailrooms are often instructed to toss this kind stuff (junk) before it gets delivered no matter who it’s addressed to.

Here are some ways you can improve the odds to ensure that your product will be opened and seen by the receiver.

Always ship or mail a sample to yourself to see what condition it arrives in.

Clearly indicate who the material is from and why it is important to be opened promptly.

Use care when selecting packaging material. Make sure the materials will get the job done.

Consider color as a differentiator from all of the white and brown out there.

Make sure the outside of the package screams “open me.”

Ensure that the contents inside are protected and secure so they arrive in pristine condition. Think of ways to distinguish yourself from the competition. Even using such simple things like colored bubble wrap (no more expensive) can create a positive impression.

Make the package something that can be reusable or stored. (A client of mine who shipped flower bouquets made the shipping package in such a way that gift wrapping paper could be stored in the box after the flowers were long gone.)

Make sure the container is substantial enough to be returned should it need to be. Nothing alienates a customer more than having to find another box to ship something back in.

Think about what appeals to you when you receive a package. What makes you want to open it? Incorporate that feeling into your shipping materials.

Whatever methods you decide to use to ship your products make sure that you put thought and creativity into the box or container before you send it out the door. It is difficult to overcome an initial negative impression of your product if it arrives in shop worn or damaged condition or in the worst case broken. The customer may never give you a second chance.

Remember to make packaging of your product your first thought not your last. As in this case, what is outside the box counts just as much as what is inside.

Want to know more about the role of packaging? Need to learn how to package products people will buy? Just starting a business that needs to package products? Need brainstorming about what packaging works in the current economy? Contact the #1 consumer product packaging expert by email at PackagingDiva@aol.com or by phone at 678-594-6872 for a free 15 minute consultation.

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