This is a 12-pack box of Coca-Cola. The design, consistency, and timeless nature of the branding have made it recognizable by practically anyone.
No matter where I’m shopping, I see the same packaging - CVS, Wal-Mart and at my local mom-and-pop shop. But when I go to each store, I have a different mission. If I’m in a Market Basket, I have a list, a plan and am shopping for my girlfriend and me. I buy from the same core set of things every week. When I’m in CVS, I’m there for a quick errand and more likely ready for an impulse buy, maybe I’ll buy a Coke. Two different mindsets, same Coca-Cola package.
Retailers put so much thought and research into everything they put in a store, from lighting to carts. But they can’t always control the packaging they get from the brands, and that has to have an impact on the brick and mortar shopping experience.
With omni-channel, brands have a new opportunity to contribute to the way their products are merchandised. They have a chance to appeal to the needs of the unique customers at different online retailers. They have to be doing this, right? I wanted to put my theory to test. I decided to go on an internet adventure and try to guess the type of customer based on the way the same product is represented on different sites. Here goes...