Comments on: Green Retailers Six Key Focus Areas http://www.environmentalleader.com/2008/08/18/green-retailers-six-key-focus-areas/ The Executive's Daily Green Briefing Tue, 24 Nov 2009 20:47:55 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Miguel http://www.environmentalleader.com/2008/08/18/green-retailers-six-key-focus-areas/comment-page-1/#comment-67346 Miguel Thu, 21 Aug 2008 21:52:04 +0000 http://www.environmentalleader.com/2008/08/18/green-retailers-six-key-focus-areas/#comment-67346 There is no question that sustainability efforts are becoming more critical for businesses today. Wal-Mart is one of many retailers that are pressing brands to improve packaging. At Schawk, a big part of our business is packaging, and we're working with several top brands to make sure they are developing the kind of sustainable packaging that goes hand-in-hand with their sustainable products and meets retailers’ expectations. Schawk has found that package design is an increasingly critical factor in delivering a successful brand -- with more than 70% of purchase decisions made today being made in-store. Package design influences the relationship a consumer has with a brand -- but it's just one aspect of it. Unless a brand can deliver a compelling and consistent brand experience across all touchpoints -- not just the packaging -- for a consumer, there is a good chance the brand will be less successful. So, if messaging is just as important as meeting retailers’ requirements, -- it's important that they are consistently delivered in every experience a consumer has. The category of business that can deliver that is brand point management. To learn more, here is some information about brand point management: http://www.docstoc.com/docs/854644/Brand-Point-Management. I'd be curious to know what people think about brand point management and how the drive toward sustainability in packaging relates. There is no question that sustainability efforts are becoming more critical for businesses today. Wal-Mart is one of many retailers that are pressing brands to improve packaging. At Schawk, a big part of our business is packaging, and we’re working with several top brands to make sure they are developing the kind of sustainable packaging that goes hand-in-hand with their sustainable products and meets retailers’ expectations.

Schawk has found that package design is an increasingly critical factor in delivering a successful brand — with more than 70% of purchase decisions made today being made in-store. Package design influences the relationship a consumer has with a brand — but it’s just one aspect of it. Unless a brand can deliver a compelling and consistent brand experience across all touchpoints — not just the packaging — for a consumer, there is a good chance the brand will be less successful.

So, if messaging is just as important as meeting retailers’ requirements, — it’s important that they are consistently delivered in every experience a consumer has. The category of business that can deliver that is brand point management. To learn more, here is some information about brand point management: http://www.docstoc.com/docs/854644/Brand-Point-Management.

I’d be curious to know what people think about brand point management and how the drive toward sustainability in packaging relates.

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