PACKAGING IS THE SEO OF RETAIL - PART 1 OF 3

By Dr. R. Andrew Hurley
Contributing Editor, Packaging World

How do you entice the subconscious of consumers to choose your product over competitors? The underutilized answer is: packaging.

The package is often an under-appreciated piece of the product marketing puzzle, especially in retail. Have you ever thought of the retailer as a search engine for products? Whether you are on Amazon or at the local Publix, your packaging is the last line of defense to grab a consumer’s attention. Brands must place more emphasis on optimizing the package for the search engine of retail.

SEO stands for search engine optimization. The term is widely used among Internet marketers as they continuously improve and optimize their online content. But, the same principles can be applied to packaging. When you think about the package at retail, it communicates your brand and product to the consumer at the First Moment of Truth.

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