Retail trends Budget retail Lifestyle becomes a buying argument the price competition shifts to the Internet for all to see That presents new challenges for discount centers as well as for malls Open commerce Increasingly more precise and more extensive data analyses generate hyperpersonalized online shopping AuthentiCity The store develops into a nexus for local anchoring in a city and for direct communication with the custo mers International trade chains in particular rely on their authenticity Local commerce The owner led trade relies on the digital expansion of the brick and mortar store and offers new real digital buying experiences through cooperation with com munities and customers Street markets Markets are turning into urban meeting points for the creative scene worldwide The interplay of trade gastronomy and the events sector is creating unique we experiences Source Retail Report 2016 Zukunftsinstitut I Der Handel 901 16 unique packpaper Packaging strengthens customer loyalty So what does this all mean for packaging According to the experts its importance in the buying process will continue to increase It will become a cross linked component of the customer s journey beyond gra phics shape and design Smart labels which will play a decisive role in the digitalized buying process will be integrated right into the packaging of each indivi dual product individual codes will promise discounts or personal offers and personalized packaging will in tegrate the consumer into the creative process The result is a perfectly consistent brand experience across channels up to the actual purchase Individualization and personalization are among the most important trends for packaging in the multichannel environment Lot size 1 is the buzzword that increases strong iden tification with the product and makes the customer loyal to the company Moreover the customers are in direct contact with the company and receive the exact product or at least the packaging that they were expecting Examples range from the individual mues li packaging to the greeting on the soft drink label to personal messages on the chocolate spread That naturally presents new challenges for us as packa ging specialists likewise for the manufacturers and retailers Flexibility in production and development will be an even greater issue in the future We clearly still have a long way to go in this regard but we are con vinced that together we can succeed in offering the end consumer in a networked world a better and more comprehensive buying experience than has ever been possible says Jörg Sabo Ti nx i S hu tt er st oc k co m Visions of the future at the Expo in Milan Coop and the MIT are presenting the digital supermarket Focus

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