Not a drop wasted

摘要

There are seemingly endless elements of packaging decisions to make that go beyond what start-up brand-owners ever expected-new brands regularly admit that they never thought that the packaging would take up more brain time than the product itself.However,unless companies are planning to simply hand out their products loose to people in the street,effective and responsible packaging is not going anywhere.Adhesive plays an integral role in the effectiveness of the packaging and,increasingly,it is able to differentiate on its ingredients too.As more brands and more consumers are pushing for more responsible ingredients across the packaging supply chain,the adhesive manufacturers and packaging manufacturers are happy to oblige.With the huge boom in ecommerce,the reliability of packaging is now going beyond the primary packaging and on to the secondary packaging too-the expectation of seeing a beautiful product online and then waiting for it to arrive,only for the outer box to be resealed with ugly tape by the postman because it wasn't able to do its job properly,is no longer acceptable.That is not harnessing consumer engagement.On the flip side,brands that sell online and use the secondary packaging opportunity to exceed consumer expectation-which includes making sure the first physical touchpoint is perfectly executed-can make a repeat customer and a brand ambassador in one fell swoop.