Subscribe to our free, weekly email newsletter!


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 Modern Materials Handling Staff
December 04, 2013

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!

Recent Entries

American Logistics Aid Network mobilizes logistics partners to deliver supplies to difficult-to-reach areas.

In a fundamentally changed world, your approach to strategy, and your supply chain, must also change. Andrew Winston, author of The Big Pivot, discusses how business can profit from this fundamental change.

Voice-enabled work is one element in a broad management strategy to improve order accuracy, increase productivity, and reduce labor costs in the supply chain. This complimentary white paper is designed to help you speak the ROI language, and provides a calculation formula to present the performance and financial payback from a variety of voice-enabled applications.

Conveyor manufacturers revise growth estimate up from 2% to 5%.

Experienced executive joins provider of automated storage and retrieval systems.

About the Author

Josh Bond, Associate Editor
Josh Bond is an associate editor to Modern. Josh was formerly Modern’s lift truck columnist and contributing editor, has a degree in Journalism from Keene State College and has studied business management at Franklin Pierce. Contact Josh Bond


© Copyright 2013 Peerless Media LLC, a division of EH Publishing, Inc • 111 Speen Street, Ste 200, Framingham, MA 01701 USA