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
Mobile Solutions: Improving Supply Chain Efficiencies
To meet customer's ever-increasing service expectations and improve their business efficiency, companies are looking to their supply chain operations – especially material handling and warehouse operations managers.
Download Today!
From the February 2017 Modern Materials Handling Issue
In warehouses and DCs, planning solutions tend to take a back seat to execution system functions. Vendors are working to boost the trust factor using tools that break down forecasts and blend with analytics.
Automated Storage on the Move
Receiving 101: Setting the Table for Success
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
Johnson & Johnson: A vision for automation
J&J Vision Care brings together a variety of automated technologies, including an innovative...
Using AGVs at LEDVANCE
The lighting manufacturer reaped savings by reducing maintenance costs and product damage, and using...

System Report: Sustainable Distribution at REI
Specialty outdoor retailer REI’s new distribution center brings together the next generation of...
System Report: Whirlpool puts mobile robots to work
In Whirlpool Corp.’s Clyde, Ohio, factory, mobile robots have automated the delivery of parts to...