Fixation on Reusables

It turns out that Reusable Packaging News readers aren’t the only people fixated on reusables! That is the conclusion of a study undertaken by Rehrig Pacific and Clemson University which involved the use of high tech glasses to measure consumer response with respect to the number of fixations on products, as well as duration of those fixations. The bottom line is that reusable packaging with the right color and markings to promote displayed product can catch and hold the attention of shoppers.

Test shoppers used high tech glasses to monitor where they were looking.

Test shoppers used high tech glasses to monitor where they were looking.

The good news is that well designed reusable packaging should positively influence point of sale marketing. The flip side of that phenomenon is that reusable transport packaging in standarized pooling scenarios might be ill-suited to provide the precise matching color for any number of different products, or to display the logo of any one of a multitude of brands using the pooled packaging. In the case of 3rd party pooled reusables, it may be important to supplement the standardized structure of the reusable packaging with a customized message for point of sale applications.

A heat map displays the intensity of customer fixations on a display.

A heat map displays the intensity of customer fixations on a display.

So as to whether the findings of this study translate into a benefit to reusables or a challenge, the answer as always, is that it all depends. For applications such as beverage producer-specific reusable packaging pools, the answer would seem to be a straight forward BENEFIT. For standardized pooling solutions, the study suggests that point of sale attention to messaging will be an important consideration in the continued evolution of reusables in a point of sale display role.

Standard crates on left with cutomized crates to the right.

Standard crates on left with cutomized crates to the right.

Click to read our summary of the Visual Attention to In-Store Marketing White Paper.

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