"With 70% of all purchasing decisions made in-store, and consumers spending an average of only 20 minutes in a store at any given time, packaging is a critical factor in influencing consumers' purchasing decisions," says Stephen Beattie, sales and marketing manager of Pyrotec, a privately-owned South African company, specialising in innovative product identification solutions. He will be addressing the Masterclass on how to use innovation and creativity in packaging to build a competitive edge.
"Packaging has progressed from an informational tool to an identification tool and, more recently, an experience tool. It's mostly about the brand's ability to grab consumers' attention, relate to their own identities and create an emotional connection."
Besides innovation, sustainability is another major trend. "The green route will remain one of the main consumer drivers. The demand for sustainable, environmentally-friendly packaging is greater than ever before, as it meets consumers' desire for their purchases to serve a greater purpose," he adds.
According to market research company Freedonia, demand for sustainable packaging is expected to reach $41.7-billion by 2014 in the US alone.
Other topics
The Masterclass is aimed at packaging managers, brand managers, product developers, plant managers, package designers, purchasing managers and food labelling managers.
For more information on the masterclass, contact Keri Francis at IIR on tel +27 (0) 11 771 7199 or e-mail: az.oc.rii@sicnarfk
