Winning at retail: research insights to improve the packaging of children’s products

Abstract

Emphasises the importance of packaging in influencing the decision to buy, especially in the case of children’s products, since buying decisions are often impulse‐driven and/or gift‐oriented; the mothers who are usually doing the shopping will be focusing on whether the child will like the product, so that licensed products tend to be favoured. Outlines the PRS Eye‐Tracking studies, which allow documentation of what shoppers see ‐ and miss ‐ as they consider displays, product types and individual packages at the point of sale (POS). Assesses packaging and merchandising systems in terms of three main challenges: generating consideration, differentiating from competitors, and closing the sale. Suggests ways to ensure that products are visible and considered for purchase, including placement at eye level, and colour contrast; differentiating products from others by conveying “fun”; and closing sales by clear quick messaging.

Citation

Young, S. (2003), "Winning at retail: research insights to improve the packaging of children’s products", Young Consumers, Vol. 5 No. 1, pp. 17-22. https://doi.org/10.1108/17473610410814012