Go to any grocery store, boutique or convenience store and the goods that attract your attention do not do so by chance. A full shelf gives a customer a maximum of 2 seconds to look at an item before they start looking at another. For small and emerging brands that will be competing with companies with much larger marketing budgets, that two-second window is all they will have. Display packaging has become one of the most neglected growth tools for brands trying to compete in retail. It's not just a container anymore. It is performing the task that a salesperson would be doing should one be standing at the shelf.
The Real Cost of Getting Lost on a Crowded Shelf
Customers who are retail buyers stack product next to dozens of competitors and most customers decide within the period of time it takes to pick up something and continue. An ordinary box or a generic case fades into the background regardless of the goodness of the product contained. Brands lacking investment in the appearance of their products on a shelf tend to experience reduced sell-through rates, which in turn increases difficulty in persuading a retailer to continue reordering. The loss of shelf areas does not necessarily imply failure of the product. The only thing sometimes is packaging that did not provide the product with a good opportunity to be noticed.
What Makes Display Packaging Actually Work at Retail?
Not all shipping boxes are good to use when they are on a shelf or on the counter of a store. Retail-ready packaging must multitask a few tasks simultaneously.
Structural Strength That Holds Up During Restocking
Shelves are replenished promptly and in a haphazard manner by store employees, who do not give much attention to delicate packaging. A properly constructed display case must be capable of withstanding repetitive handling without denting, tearing or collapsing.
Designs That Do the Selling Without a Salesperson
Display Boxes for products with bold colors, clearly marked brands and messages that are easy to read assist a shopper in knowing what they are looking at within a few seconds, which is more than most brands care to admit.
Packaging That Fits Standard Retail Shelving and Counters
A display box that is not of the standard shelf depth or counter space is discarded by a retailer or stored in a corner somewhere no one looks at.
Choosing a Manufacturer for Custom Display Packaging
The packaging used in stores has certain conditions that do not apply to all box manufacturers. There are some differences between a solid and a risky production partner:
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Practice: Build load-bearing and formative structures that perform under store conditions.
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Reduced minimum order quantities when trying out a new retail placement by the brands.
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Complete customization of size, printing and finish to fit shelves.
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Quick response to seasonal reset and new products.
Companies such as Kwick Packaging provide Custom Display Packaging specifically designed around companies that are attempting to earn shelf space, but have not yet committed to high volume production. The benefit of dealing with a manufacturer as opposed to a broker is also likely to accelerate the revision process when a retailer requests changes at the last minute.
Top US Manufacturers Retail Brands Are Comparing
Several manufacturers in the US have established their reputations specifically in assisting smaller retail brands to shelf-ready packaging without huge order requirements.
Kwick Packaging
This manufacturer concentrates on direct production, structural longevity and complete customization for brands that are new in the retailing business.
Packlane
This manufacturer is credited with an online design tool that allows smaller brands to preview their own custom packaging prior to committing to a production run.
PakFactory
They have experience in flexible packaging in food, beauty, retail sectors and have collaborated with many brands that have transitioned their sales offline into brick-and-mortar locations.
Which Businesses Rely Most on Display Packaging Wholesale?
Retail-ready packaging isn't limited to one type of product. Display Packaging Wholesale has helped many businesses to make the costs manageable as they expand to new stores:
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CPG and food brands that are going to grocery and convenience stores.
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Brands of beauty and personal care products placing counter displays.
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Companies that developed retail versions of their product as subscription boxes.
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Exhibitors of trade shows who require long-lasting product cases with brands.
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Small manufacturers that pitch to big-box or regional retail chains.
All these businesses require varying quantities of orders and that is why manufacturers that have the flexibility of their production have become such a treasure in the retail packaging arena.
What This Means for Growing Retail Brands
Creating awareness in the retail sector would previously have needed a marketing budget that would have been beyond reach of the small brands. That's changed. Correctly assembled display packaging, print quality and shelf fit provide smaller brands with a true opportunity to stand next to household names. Increasing numbers of companies are approaching manufacturers such as Kwick Packaging to achieve that retail appearance without having to purchase additional inventory than they are capable of selling in the real world. To any brand attempting to enter new stores, a small custom display run can be the easiest way to test whether or not it moves the needle.
