We analyze end-user packaging touch points to identify new opportunities and create memorable experiences.

In recent years, we have seen a transformation in sales channels, where the disruption of e-commerce has been crucial for the survival and growth of most producers and distributors.

Online commerce generates new significant touch points with the end user, consolidating them as new areas of opportunity. These moments are key to building a solid relationship by creating memorable experiences.

This channel has also given rise to new challenges in the distribution chain, creating new spaces and situations in which not only the quality and properties of the product must be preserved, but also strategic, up-to-date and controlled communication and brand presence must be ensured. However, we often witness how companies miss important opportunities to build a strong relationship with their consumers by not understanding how this new purchasing model affects the end customer's experience and expectations.

What are the moments of opportunity for brands to create a lasting impact in customers' memories? Undoubtedly, packaging is one of the main tools to generate meaningful communication, and the more we adapt our packaging strategy to the user, the more loyal they will be.

Key aspects to design a user-oriented packaging experience

If we put ourselves in our customers' shoes throughout the distribution process, we will see how primary, secondary and tertiary packaging play an essential role in the experience and perception of both the product and the brand.

At Lúcid, researching and rethinking the process from this perspective has taught us three key points:

1. The container and the content are perceived as a single unit by the end user: if the former disappoints, the perception of the latter is also affected.
2. A damaged package is a damaged brand.
3. When receiving and handling a package, the user expects a moment of pleasure, which should coincide with the enjoyment of the product itself.

The 5 points of contact of packaging with the end user

1. Time of purchase decision: packaging as an added value

The website is the new point of sale, and more and more companies are realizing that the packaging surrounding the product during this moment of presentation, when the user has to make a decision, can be a key asset.

Showing the aesthetic, functional or even ethical qualities of the packaging on the website, along with the corresponding product, is an online sales resource that users not only appreciate but are increasingly demanding.

Examples of success include brands such as Clare, which shows the entire delivery process of its home paint package along with its functional and branded packaging.

Other examples are Vinebox's wine packages, which create a showcase or product stand, or brands such as Branch Basics, which, by separating the sale of content and that of containers, respond to new sustainable values of reuse and reduction of plastic.

The Lilly Jones handbag brand, developed by Lúcid, enhances brand values such as surprise and uniqueness by shaping packaging inspired by pizza delivery, aligning with its target audience's expectations of fun, youth and freshness.

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By focusing each of these areas on the user, we achieve a clear and strategic communication that differentiates us from the competition and allows us to build loyalty through a close and meaningful relationship.