Transparency triumphs: Springfield Solutions personalizes vitamin pack design for customer loyalty
05 Oct 2021 --- Springfield Solutions is highlighting how personalized vitamin packaging design can build trust and loyalty with customers.
“Brand identity is a gateway to building trust. Being transparent with your company values will allow your audience to align and engage with those values, creating a much deeper, long-lasting connection,” Farouk Forster, marketing manager at Springfield, tells PackagingInsights.
The company is spotlighting its services in digitally printed labels, variable data print, packaging mock-ups, packaging design and packshots. This allows brands to create packaging unique to each customer by adding their name, photo, or even creating a tailored product bundle.
“It is precisely this connection that provides the opportunity for significant growth. Due to the wealth of options available to consumers in today’s marketplace, weak and flimsy brand identity will lead to a drop in sales,” he warns.
Forster also addresses financial considerations, transparency demands and design challenges when personalizing vitamins’ brand identity.
“Personalization must be deep-rooted in the individual’s core,” says Forster. “It is no longer a case of batch personalization based on a vague data set.” Worth my coin?
The two main challenges when it comes to brands succeeding with personalized packaging design involve pricing and creativity.
“In a marketplace where customers have an abundance of choices, there is always the consideration of a more cost-effective alternative. However, brands can offset this risk by ensuring their brand identity is exceptionally rigid and customers feel a part of their ‘community,’” says Forster.
Customized packaging does not necessarily have to come at additional costs, says Forster. “This will not fluctuate in comparison to standard packaging costs. To be personalized, you must be digital. When printing digitally, there are no plates or set-up costs, which means the price remains constant regardless of personalization at Springfield.”
Personalizing customer experiences has been brought to life by various digital processes, such as e-commerce platforms, digital marketing strategies and digital printing.
Where transparency and personalization overlap
Especially in the supplement sector, the personalization trend is heavily interlinked with transparency demands, adding pressure on brands within the sector.
As highlighted by Innova Market Insights’ Top Ten Trends for 2021, transparency is not only crucial to building consumer trust but also consequently ensuring repeated purchases.
“Transparency can mean many different things for supplement brands, transparent packaging, transparent supply chain and transparent communication,” Forster explains.
“The consumers of such products are heavily focused on being their best self. This means ensuring their health is fully optimized and there is clear transparency over the sourcing of proclaimed natural ingredients. All of which can be tied to an individual’s specific health wants and needs.”
An NSF International consumer survey involving 1,000 US consumers highlighted how supplement consumers’ trust in products is dwindling, but transparency efforts could alleviate their concerns.
Forster flags added pressure on brands within the supplement sector to increase their level of transparency.For example, according to the survey findings published last month, independent certification from a health and safety organization would make 62% of respondents trust health and wellness products more.
“Consumers want to feel connected to a higher purpose both on the level of the brand and individual. Therefore, it is imperative brands hold up their side of the bargain by focusing on personalization and embracing transparency,” Forster maintains.
Imagination running wild
Expanding creativity is another pressure point in mastering the personalization game. “Brands must be willing to discard the limits of imagination,” Forster highlights.
“Personalization now must be deep-rooted in the core of the individual. It is no longer a case of batch personalization based on a vague data set. Instead, the personalization must be specific and address the individual on an intimate level,” he concludes.
In the packaging design realm, PackagingInsights recently explored the latest trends with design creatives and interviewed packaging design expert Dr. Laura Bix from Michigan State University.
By Anni Schleicher
