Tetra Pak releases its 10th edition of the Tetra Pak Index with the theme ‘The Connected Consumer’, which explores the world of digital and online consumers and how they are connecting with food and beverage brands.
The Tetra Pak Index 2017 shows that greater connectivity and the proliferation of online platforms present a challenge for brands, as consumers today tends to search for product information before, during and after buying – many of which are beyond the control of the brands. Third-party, user-generated content is becoming more important, with independent customer reviews being the second most crucial marketing influence. Product research and convenience are also other key factors that motivate consumers to go online to shop, especially in the Southeast Asian region.
“Malaysian consumers are increasingly using their smartphones to consume content and conduct various activities such as mobile shopping. Therefore, it is essential for brands to rethink strategies to woo the next set of power-spenders and engage with connected consumers by understanding what drives them,” explains John Jose, Marketing Director of Tetra Pak Malaysia.
In addition, the report demonstrates that packaging has an important role to play in offering a gateway to greater consumer engagement. The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.
“Packaging design is an effective way to build brands through delivering a multi-sensory experience. Packaging has evolved into a key marketing tool that can be used to capitalize on connected consumers’ love for deeper brand engagements. At Tetra Pak, we are piloting the use of new digital technologies like augmented reality in our packaging to help brands attract and connect with this new generation of consumers” he adds.