Study shows lift in brand awareness and purchase intent when using branded secondary packaging

The three-day study was carried out at Clemson University’s CUshop, an immersive shopping environment used to test consumer behavior.

By ·

Rehrig Pacific Company, a leading manufacturer of reusable transport packaging systems for grocery, retail, pharmaceutical, food and beverage, agriculture, and recycling and waste industries has released a study in partnership with Clemson University that shows the use of secondary packaging designed with on-message, brand-building color and graphics can lift brand awareness and increase purchase intent when integrated into in-store, point-of-sale displays.

According to the study, product in branded reusable crates received 54% more eye fixations, and was looked at for 46% more time than the same product in non-branded crates. The three-day study was carried out at Clemson University’s CUshop, an immersive shopping environment used to test consumer behavior.

“Brand equity is of the utmost importance to the owners of the world’s best brands,” said Jerry Koefelda, senior director, new product commercialization, Rehrig Pacific Company, and author of the study. “Properly designed reusable packaging drives the brand’s messaging where it is most effective: at the point of purchase where 76% of purchase decisions are made. On-message secondary packaging with branded, visually arresting graphics and technology-enabled promotions have proven to be an effective means of driving brand lift and building brand equity. It can be utilized in multiple locations in all retail formats and can drive growth for all stakeholders throughout the value chain.”

During the testing at Clemson University, 89 participants were equipped with eye-tracking hardware as a means of recording the areas to which their attention was directed during a simple shopping task. In order to gauge attention patterns, the eye-tracking technology capitalizes on the fact that attention coordinates eye movement.

The specific types of secondary packaging used in the study were reusable plastic crates for two-liter bottles of carbonated soft drinks. The reusable crates were designed and manufactured by Rehrig Pacific Company. Specifically for this study, a new proprietary reusable crate was manufactured with the exact label colors and multicolor logo of a major US beverage company. This branded reusable crate was evaluated against a standard crate in the industry. The standard reusable crate was manufactured in a non-specific shade of the same color, blue, and did not feature a logo in offset or company specific colors.

“The study highlights another value point of reusables,” said Jerry Welcome, president, Reusable Packaging Association. “Retailers can apply eye-catching graphics to their reusable secondary packaging to drive increased sales and increase their ROI on reusables.”


Subscribe to Modern Materials Handling Magazine!

Subscribe today. It's FREE!
Find out what the world’s most innovative companies are doing to improve productivity in their plants and distribution centers.
Start your FREE subscription today!

Latest Whitepaper
Download the full 2016 Modern Materials Handling Salary Survey
How does your earning power match up with your peers across the material handling industry? Materials Handling salary survey, Warehouse manager salary survey, Warehouse Salary Research
Download Today!
From the November 2016 Issue
In Whirlpool Corp.’s Clyde, Ohio, factory, mobile robots have automated the delivery of parts to the line. The result is a more consistent, efficient and safer operation.
Optimizing home delivery: It takes more than planning
9th Annual Salary Survey: Success and Satisfaction Continue to Reign
View More From this Issue
Subscribe to Our Email Newsletter
Sign up today to receive our FREE, weekly email newsletter!
Latest Webcast
2016 Warehouse/DC Operations Webcast: Confronting omni-channel complexity
During this webcast we’ll examine the current activities, trends, and best practices in warehouse and DC operations management and how companies plan to address complex issues associate with omni-channel fulfillment.
Register Today!
EDITORS' PICKS
Systems Report: Whirpool puts mobile robots to work
In Whirlpool Corp.’s Clyde, Ohio, factory, mobile robots have automated the delivery of parts to...
Modern Materials Handling’s 2017 Casebook Collection
The 2017 Casebook features more than 35 case studies that put the spotlight on successful innovation...

Brownells: Designing for Efficiency and Growth
Brownells’ new Iowa distribution center has taken touches—and miles—out of the order...
Industry celebrates National Manufacturing Day
Fourth annual Manufacturing Day is a grassroots effort by U.S. manufacturers to improve the public...