What role should packaging play in a retail merchandising strategy?
Thirteen marketing executives in the computer industry and consumer electronics industry claim that packaging should tell the purchaser exactly what the package contains. Steven Rosenblatt of IBM’s Integrated Systems Solutions division believes the packaging should clearly identify the brand name of the contents. In addition, the consumer should be able to differentiate between similar products to determine which one is most suitable. Also, attractive packaging increases customer interest. Laura Seitz VP/GM, Visual Merchandise Merchandising Solutions “As an industry, companies are realizing that packaging is the first step in a good merchandising strategy. As retailers decide what [point-of-purchase] POP materials they’ll accept – and you’re seeing retailers developing…
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