Sight Unseen: Packaging for the Digital Consumer
When retail giant Amazon jumped into meal-kit delivery last summer, it was the clearest signal yet that consumer convenience is the new North Star for products and services across all categories. From consumer packaged goods (CPGs) going online to personal care brands and retailers exploring subscription models, the industry is now further investing in e-commerce by embracing a new "last mile" to reach consumers. So, if our first interaction with a product takes place on our front porch instead of in a store, how does that change how we choose brands and develop preferences? One of the greatest challenges for emerging retail models is that consumers buy products without seeing them first. It's crucial to consider what a leap of faith it is for a consumer to buy a product sight unseen. A retailer's success is contingent on the notion of trust among the consumer, the brand and the retailer; yet trust is hard to build and easy to lose. In this new marketplace with so much upside and an equal amount of risk, how can brands establish sustainable competitive advantage? Click Read More below for additional information.