Have you heard that retail is dying? It’s easy to believe with the massive growth of e-commerce. However, a Forbes article refutes this myth by claiming that retail isn’t dying, but “boring, undifferentiated, irrelevant and unremarkable stores are most definitely dead…”
This statement easily translates to brands, labels, and packaging. If any of those categories of your company are boring or irrelevant, you could be dangerously close to capsizing. Labels and packaging still hold a top spot in customer’s decision to buy your product or not, which makes them incredibly relevant and important to your bottom line.
E-commerce might be growing at a rapid pace, much faster than physical retail, but it hasn’t totally killed storefront shopping. As mentioned in our blog, What It Means To Be A Digital Printing Company, your label and packaging have 7 seconds to make a first impression on potential customers. As such, companies should view their labels as an extension of their sales team.
Building A Brand
As online shopping continues to grow, many are wondering what role labels and packaging will play. Will they still be valuable to customers? Will they continue to convert deciding customers into buying customers? Our answer is yes!
When a customer sees a label, they see the company’s brand, which doesn’t appear overnight. Many factors have to be present to gain loyal customers. A brand must be consistent to earn trust, diligently refine their target audience, and align their vision and values to their customers. These are all tasks that need to be an ongoing part of brand maintenance because the way the public perceives your brand is generally out of your control.
It can take years to build your brand and seconds to ruin it. Everything that your company produces (tweets, Instagrams, brochures, and labels) should all be cohesive and consistent. Otherwise, your customers might not understand what your product is and why it’s better than your competitors.
How Relevant Are Labels In A Digital World?
Brandname is a concept that makes many companies grind their teeth. The market is generally very competitive across the board and pop culture has incredible influence on what brands people become loyal to. We do it with phones, clothes, and subscriptions. We even choose certain food products because of the novelty or because we grew up with it.
In the digital age, all print industries have been disrupted by the internet and are concerned about their future. But there’s good news for the label industry. A major concern has been what will companies do if and when their unique packaging is removed from store shelves. The solution? Create dynamic packaging where your customers buy your product online. You can also put an incredible amount of time and attention into packaging that is delivered to their homes.
Instead of seeing this digitization as a loss, look at the bright side and all of the amazing opportunities for creativity this opens up for your brand. For now, traditional labels are our bread and butter. Check out our graphics prepress to see how to optimize design files to render the best possible label that reflects your brand and connects with your customers.