We’ve been sharing a range of Active Lifestyle Brand Insights over the past few months and the insight we’ve found resonating most is ‘Engage through Gift Packs’.
As a relatively untapped area for Active Lifestyle brands, we wanted to discuss this further, and so our Design and Strategy Director Rikki shares some insights into why and how Gifting is an opportunity not to be missed…
Why Gift Packs?
Active Lifestyle brands are continually faced with the challenge of finding new ways to increase awareness, engage with new consumers and build loyalty.
Gift packaging offers a unique opportunity, as it can allow a brand to carefully break free from guidelines, explore brave and differentiated packaging design, and develop new connections with consumers.
The potential Gift packaging has for driving incremental growth is significant.
- Increase sales opportunities beyond every day products.
- Increase visibility in-store and online through additional SKU’s and multiple site merchandising.
- Reach potential customers (gift recipients) who have not yet bought into your brand.
- Attract new customers through exciting and differentiated offerings.
- Encourage existing consumers to shop the brand more frequently.
- Build brand loyalty through a new experience.
- Engage and excite retailers with new and innovative offerings.
Is Gifting for my Brand?
Gifting in the conventional sense is not something that would naturally be associated with Active Lifestyle brands, but recent changes in the market indicate that there is a growing demand for different and innovative offerings…to capture consumers’ drive to give gifts that resonate well with their friends and family and ultimately reflect better on themselves!
Creating a Gift Pack
The strategies behind the creation of Gift Packaging are different from that of standard packaging design…
- The Buyer is not the User
This is probably the most fundamental difference. Gift packs are not bought by the end user, and so it’s key to consider the differences between the buyer and the recipient to ensure your gift pack appeals to both audiences.
- Brand Consistency
Gift packs are a great way to disrupt at fixture or online and differentiate from your core packaging. However, there needs to be a careful balance, to ensure that the core brand equities and vision are still reflected.
- The Look
Striking the right balance between branding, product visibility, graphic styling and structure is key. Research has shown that a gift buyers decision making criteria for gift packaging is different from when they buy standard products.
- Perceived Value
Gifts in their nature need to feel more luxurious/special. The packaging design plays an important role in this, using structure and print finishes to elevate the gift proposition.
- Careful Consideration
A gift buyer wants to know the recipient will like and use products contained within the gift pack, so careful consideration must be given to the mix of content. This includes the type of core brand products as well as any added extra gifts.
With several years experience creating Gift Packs for a wide range of brands, including those in Active Lifestyle categories, we know how to make Gifting a success.
If you’d like to discuss the potential for your brand, please do get in touch.