By: Ron Farnum
It’s 2025, the age of online shopping. Pretty much anything can be delivered to your doorstep in a day or two…even a king-size mattress! So, it’s tempting to think retail stores and packaging don’t matter as much anymore, right? After all, who’s really making decisions based on packaging when they seemingly buy ‘everything’ from their phone or computer? Well, I’m here to tell you, even in a digital-dominant world, great packaging still has the power to drive sales—and it’s still absolutely essential to overall success.
As someone who’s been in the branding and design world for more years than I’m willing to admit, I’ve witnessed this landscape shift a few times. But let me assure you, great packaging is still king when it comes to catching someone’s eye, establishing a quick emotional connection with a brand, and—most importantly—moving products off the shelf and into people’s shopping carts.
The Magic of In-Person Shopping
First, let’s talk about something often overlooked—despite the rise and convenience of online retail, shopping in person is still prevalent. It’s entertaining, it provides a shared experience with friends/family members, and you can see/touch/choose the item live to get a sense of the quality – the richness of the fabric, the weight of the crystal glass, the exact color of that single-serve blender.
Sure, e-commerce is huge and growing every day, but studies still show that 60-70% of buying decisions happen in the store. Of course, this is where packaging can really make or break a sale. The moment a person walks down an aisle, sees your product on the shelf, and decides to either walk up to it or walk away…all in a split second. It’s that instant when great packaging works its magic. That’s the moment when your product needs to snag their attention, speak to them, and make them think, “I want this!”
How’s Your Experience?
Here’s the thing—packaging isn’t just about looking pretty (though, let’s be honest, that’s a significant part of it). It’s about providing an experience. Think about your favorite brands. Why do you love their products so much? Maybe the packaging makes you feel special, fancy. A great package can do so much more than just protect the product. It can tell a story, provide a sense of exclusivity or create a sense of excitement. It’s about making someone feel like they’re getting something special, even if it’s a bottle of shampoo or a protein bar. Even the most mundane product can transport you somewhere with a compelling brand story.
The Power of Unboxing (Even If It’s Just a Box)
Let’s not forget about the power of unboxing. The digital world introduced a new form of retail entertainment, and packaging plays a huge role in it. Have you ever ordered something online and been genuinely excited to open the box? That moment when you carefully pull back the wrapping, open the flap, and see the actual product? Packaging can make that moment feel special–it’s a gift to yourself.
For brands, this is a golden opportunity. It’s not just about getting the product into the consumer’s hands; it’s about making that experience memorable. In the world of e-commerce, packaging has become your brand’s first impression. And if it’s done right, it can turn a one-time shopper into a loyal customer.
Packaging Still Wins
So, while everyone’s rushing through their day and online shopping might be taking center stage, let’s not forget great packaging is still one of the most powerful ways to make a lasting impression—and in retail, that’s something you can’t afford to overlook. It’s the first thing people notice, it’s an experience that can turn a buyer into a repeat customer, and it’s the reason your product stands out on a crowded shelf – or online feed.
If you’re not sure where to start, it’s easy. Start with a call to Damen Jackson; we can help ensure your packaging is a loyalty-builder from the very first impression to the doorway delivery. We’re currently offering a 30-Day Packaging Transformation for time-challenged marketers; what a great way to experience working with us while refreshing your packaging!