We analyze the touchpoints of packaging with the end user to identify new opportunities and create memorable experiences.

Over the past few years, we have observed 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 meaningful touchpoints 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 where not only must the quality and properties of the product be preserved, but strategic, updated, and controlled brand communication and presence must also be ensured. However, we often witness companies missing important opportunities to build a strong relationship with their consumers by failing to understand how this new purchasing model impacts the experience and expectations of the final customer.

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

Key aspects for designing a user-oriented packaging experience

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

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

1. Container and 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. Upon receiving and handling a package, the user expects a moment of delight, which should match the enjoyment of the product itself.

The 5 touchpoints of packaging with the end user

1. Moment of purchase decision: packaging as 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 presentation moment, when the user has to make a decision, can be a key value.

Displaying the aesthetic, functional, or even ethical qualities of the packaging on the website, alongside the corresponding product, is an online sales resource that users not only appreciate but increasingly demand.

Successful examples include brands like Clare, which showcases the entire delivery process of its home paint pack along with its branded and functional packaging.

Other examples include the wine packs by Vinebox, which create a product showcase or stand, or brands like Branch Basics, which, by separating the sale of content and container, cater to new sustainable values of reuse and plastic reduction.

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

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