Omni-Channel Retail—Challenges and Opportunities for Packaging Innovation

Abstract Omni-channel retailing aims to provide a seamless experience to the customer, however and wherever they choose to shop. This is great for the customer, but places new requirements on the retail supply chain, particularly food and beverage manufacturers. This chapter will present evidence for understanding the impact that this emergent omni-channel retail paradigm will have on packaging innovation across the food and beverage industry. We will explore how packaging can attract the consumer at different points of sale and present the implications of new supply chain requirements. Packaging is persistent across the different shopping channels, and this provides an opportunity to see the pack as a tool to integrate the customer experience across shopping channels. Through good design and considered use of new technologies, the pack can play a key role in enhancing the customer experience. However, this will not be easy to accomplish, and many of the current rules for packaging design need to be reassessed; as such, the chapter closes with a suggestion for potential new packaging requirements to improve customer satisfaction in an omni-channel retailing context.

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