Brands designing printed labels for their products need to work out how they can give customers more value if they are to succeed.
This is the opinion of Pat Conroy of Deloitte, who told Marketing Daily that shoppers are no longer experimenting as much as they were during the recession, but instead know what they like and have already worked out what doesn't suit their family.
In order to avoid what Mr Conroy called "the crisis of the similar", he recommended offering consumers more for their time and money, such as QR codes on peelable labels that link up to games or recipe ideas.
Alternatively, in-pack promotions such as vouchers with scratch-off panels could also work well and encourage further purchases.
Earlier this month, Natalie Berg of Planet Retail suggested getting customers involved with designs for packaging and other aspects of the production process to make them feel more engaged.
Denny Bros Ltd, 22 November 2011
